Information processing of audiences exposed to public service advertising messages for Special Olympics: A cognitive response approach. Issue 3 (1st August 2016)

• Record Type: Journal Article
• Authors: Park, Meungguk; Turner, Brian A.; Pastore, Donna L.; Chitiyo, Morgan; Yoh, Taeho
• Is Part Of: International journal of sports marketing & sponsorship. Volume 17:Issue 3(2016)
• Page Start: 277
• Page End: 298
• Publication Date: 2016-08-01
• Subjects: Special Olympics -- Information processes -- Public service advertising -- Cognitive response -- Promotional campaigns; Sports sponsorship -- Periodicals; Sports -- Marketing -- Periodicals; 659.1979605
• DOI: 10.1108/IJSMS-08-2016-017
• Languages: English
• ISSNs: 1464-6668

Abstract

Abstract : Purpose: – The purpose of this paper is to explore the cognitive processes that the study subjects experienced when exposed to different types of public service advertisements about Special Olympics. Design/methodology/approach: – A total of 529 cognitive responses from 141 college students were analyzed using the content analysis method. Findings: – The results of the frequency count of cognitive responses indicated that low-empathy (LE) subjects engaged in extensive cognitive efforts to process the information as much as high-empathy (HE) subjects. Additionally, the content analysis of the qualitative data showed that the two most frequently cited categories of positive thoughts for HE subjects were good cause/importance of Special Olympics and positive feeling related to volunteering for Special Olympics. For LE subjects, the most frequently identified category in positive thoughts was altruist/moral responsibility, followed by volunteer intention and positive feeling related to volunteering for Special Olympics. Originality/value: – The paper provides valuable information on cognitive responses to public service advertising messages.