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Journal of Advertising Research
Event sponsors often do not receive proper credit for their efforts. This issue was examined
in a field study involving over 300 baseball fans attending minor league games during the
summer season. Signal detection analyses reveal that, even among such sports fans, the
ability to correctly discriminate actual official sponsors of the home team from matched foils,
although above chance, was rather poor. Consistent with recent laboratory findings, sponsor
identification responses were further found to be heavily influenced by the mere ...
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