Presentation master's thesis

1. Summary Master’s Thesis:
A scientific study concerning the consumer’s attitude
toward advertising through sport

2. 1 2
Intro Metho
3 4
Results Talk

3. Problem
Increasingly negative
consumer’s attitude
toward advertising
Solution
Use sport as advertising
platform to foster positive
consumer’s attitudes
toward advertising

4. Sport has become an important advertising
platform
Effectiveness of advertising through sport has
been examined: recall or recognition
BUT…
No research of consumer’s cognitive structures
in decision – making processes !

5. Theoretical model of attitude toward advertising
through sport (Pyun & James,2011)

6. multiple belief constructs relationships among beliefs
about advertising through and attitude toward
sport advertising through sport
Model of
Pyun & James
explains
potential moderating effect of
relationship between attitude attitude toward sport on the
toward advertising through beliefs-to-attitude
sport and Aad relationship
BUT…
No distinguishing between consumer’s sport participation,
sex or age

7. Model of Sport Participation (Scheeder, 2007)

8. Research question for my Master Thesis:
“What’s the effect of consumer’s sport
participation, age and sex on their attitude
toward advertising through sport?”

9. 1 2
Intro Metho
3 4
Results Talk

10. Online survey 2 items about
demografic data: sex and
age
1 item about 1 item about
active sport passive sport
participation: participation:
hours/week hours/week
45 items 7 points
Likert-scale measuring
concepts of model
Software:
SPSS Statistics 20

11. Remark
o Definition ‘Advertising through sport’
“Any paid, non-personal message conveyed through
some type of mass communication channel in
relation to all types of sporting events”
Clarify for respondents with 5 examples

12. 1 2
Intro Metho
3 4
Results Talk

13. Respondents
Sex
Cumulative
Frequency Percent Valid Percent
Percent
Men 137 56,1 56,1 56,1
Valid Women 107 43,9 43,9 100,0
Total 244 100,0 100,0
Age
Frequency Percent Valid Percent Cumulative
Percent
15 - 20 17 7,0 7,0 7,0
20 - 30 103 42,2 42,2 49,2
30 - 40 27 11,1 11,1 60,2
Valid 40 - 50 47 19,3 19,3 79,5
50 - 60 42 17,2 17,2 96,7
60 + 8 3,3 3,3 100,0
Total 244 100,0 100,0

14. Quick reminder

15. Intern consistency concepts
Concept Number of items (initially) Cronbach’s alfa
Belief 1: product information 5 0,859
Belief 2: social role and image 8 0,865
Belief 3: hedonism & pleasure 4 0,814
Belief 4: irritation 3 0,626 0,712
Belief 5: good for the economy 3 0,698 0,768
Belief 6: materialism 5 0,747
Belief 7: falsity 5 0,766
Attitude toward advertising through sport 9 0,891 0,911
Global attitude toward advertising 3 0,796

16. Multiple regression analysis
Model R R Square Adjusted R Square Std. Error of the Durbin - Watson
Estimate
2,033
1 ,878a ,770 ,764 ,46962

17. Single regression analysis
Model R R Square Adjusted R Square Std. Error of the Durbin - Watson
Estimate
1 ,543a ,295 ,292 ,95011 1,868

18. Comparing the groups (1)
Att_sport
Frequency Percent Valid Percent Cumulative
Percent
1,00 82 33,6 33,6 33,6
2,00 51 20,9 20,9 54,5
Valid 3,00 43 17,6 17,6 72,1
4,00 68 27,9 27,9 100,0
Total 244 100,0 100,0
Active sport participation Passive sport participation
(> 2 hours/week) (> 3 hours/week)
Group 1
Group 2 X
Group 3 X
Group 4 X X

19. Comparing the groups (2)
Att_Sport
•No sport participation
•Only passive sport participation
•Only active sport participation
General
•Passive and active sport participation attitude toward
advertising
Sex
•Men
Attitude toward
•Women advertising
through sport
Age
•15 – 20
•20 – 30
7 beliefs
•30 – 40
•40 – 50
•50 – 60
•60 +

20. 1 2
Intro Metho
3 4
Results Talk

21. All consumers (1)
Belief Standardized coëfficients
Hedonisme/Pleasure 0,401
Materialism -0,176
Annoyance/Irritation -0,133
Falsity/No-Sense -0,119
Social role and Image 0,117
Good for the economy 0,109
Product Information 0,081

22. All consumers (2)
o The 7 beliefs explain 77,0 % of the variance in
attitude toward advertising through sport
Mulitple regresion analysis:
Model R R Square Adjusted R Square Std. Error of the Estimate Durbin - Watson
2,033
1 ,878a ,770 ,764 ,46962
o Hedonisme/Pleasure is most important belief
in decision-making process regarding attitude
toward advertising through sport
Product Information!

23. Comparing the groups (1)
Attitude toward advertising through sport
Group Number of respondents Average score (7-points)
Group 1 82 4,2622
Group 2 51 4,5613
Group 3 43 4,5436
Group 4 68 5,0790
Total 244 4,6019
Active and passive sport participants have more positive
attitude toward advertising through sport like other 3 groups
(as expected)
Active sport participation Passive sport participation
(> 2 hours/week) (> 3 hours/week)
Group 1
Group 2 X
Group 3 X
Group 4 X X

24. Remark (1)
Attitude toward advertising through sport
Group Number of respondents Average score (7-points)
Group 1 82 4,2622
Group 2 51 4,5613
Group 3 43 4,5436
Group 4 68 5,0790
Total 244 4,6019
Attitude toward advertising in general
Group Number of respondents Average score (7-points)
Group 1 82 3,8537
Group 2 51 3,9608
Group 3 43 3,7287
Group 4 68 4,2206
Total 244 3,9563

25. Remark (2)
Average score on attitude toward advertising
through sport (4,6019) is higher compared with
average score on attitude toward advertising in
general (3,9563)
Sport can offer a viable platform for many
organisations to elicit possitive attitudes toward
particular products

26. Comparing the groups (3)
Significant differences between groups
Belief Group Average score (points)
Group 1 3,4000
Product Information Group 3 3,2837
Group 4 3,9765
Group 3 3,1047
Social rol and image
Group 4 3,7739
Group 1 4,1372
Hedonism/Pleasure
Group 4 5,0000
There were other differences but not significant on the 5 % level

27. Comparing the groups (4)
Group 4 is more convinced then group 1 and group 3 that
advertising through sports delivers them product
information
Group 4 is more convinced then group 3 that advertising
through sport delivers them a certain image/lifestyle
Group 4 is more convinced then group 1 that advertising
through sport delivers them pleasure
Active sport participation Passive sport participation
(> 2 hours/week) (> 3 hours/week)
Group 1
Group 2 X
Group 3 X
Group 4 X X

28. Comparing the groups (5)
Limited significant differences between men and women
Most important: men are more convinced then women
that advertising delivers them a certain image/lifestyle
Limited significant differences between the age groups

29. Further research
Practical implications for Role of different actors
Other segmentation of
advertisers through in advertising through
respondents
sport sport
• Effect of different • Motivation for sport • Federations
advertising formats participation • Individual athletes
• Develop specific • Geografic • State
advertisements that • Psychografic • Sports organisations
focus on different • Demografic •…
beliefs
•…
•…

30. Thank you for your attention
Blondeel Pieterjan
Bachelor’s Degree Sports Management @ KHBO
Master’s Degree Communications Management @ University of Ghent
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