The upcoming Super Bowl, often referred to as the "Ad Bowl," provides a variety of advertising opportunities, including when officials pause game action to analyze an instant replay video.
A pair of Grady College researchers have linked the outcomes of those football replay reviews to consumers having a positive perception of a brand.
Jihoon - Jay - Kim - Student - Grady
Jihoon "Jay" Kim, a doctoral student at Grady College, and Jooyoung Kim, an associate professor of advertising, investigated how the use of advertising in sporting events' replay review affected consumer feelings toward sponsored brands.
"I watched a tennis game one day and saw the replay system," Jay Kim said. "While the video was reviewed live, I saw a brand logo on the screen and thought it was interesting because two groups of fans were watching it; the result of the replay video would make one group happy and the other group unhappy."
Phenomenon - Concept - Schadenfreude - Word - Experience
To untap this psychological phenomenon, they researched the concept of "schadenfreude," a German word for the experience of joy when observing another's misfortune, or in this case, the joy fans have when a referee makes a call that helps their team and hurts the opponent.
"An advertisement used correctly can have a positive emotional transfer to a consumer," Jooyoung Kim said. "A traditional view is that attitudes toward advertising leads to attitudes toward the brand, which then drives consumer behavior."
Jay - Kim - Jooyoung - Kim - Experiment
Jay Kim and Jooyoung Kim developed an online experiment where nearly 400 students watched brand-sponsored instant replay videos in college football games. Participants were then asked a series of questions based on the result of the replay review.
The study measured responses in four game situations varied by the caliber of rivalry and level of suspense: rivalry games, non-rivalry games, suspenseful games and non-suspenseful games.
Results - Focus - Attention
Results showed increased focus and attention from...
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