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Impact of Psychological State Incongruity on Sport Consumer Memory for Marketing Stimuli

Title: The Impact of Psychological State Incongruity on Sport Consumer Memory for Marketing Stimuli.
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Name(s): Smith, Robert, author
James, Jeffrey, professor directing dissertation
Smith, Jeffery, university representative
Kim, Yu Kyoum, committee member
Cronin, J. Joseph, Jr., committee member
Department of Sport Management, degree granting department
Florida State University, degree granting institution
Type of Resource: text
Genre: Text
Issuance: monographic
Date Issued: 2014
Publisher: Florida State University
Place of Publication: Tallahassee, Florida
Physical Form: computer
online resource
Extent: 1 online resource
Language(s): English
Abstract/Description: This dissertation provides an exploration into the intricate relationship between the emotional volatility extant during spectator sport consumption and consumer memory for marketing stimuli. Emotional activity is measured across two dimensions (i.e., emotional arousal and valence), and an experimental methodology is implemented that allows for the competition of several theoretical predictions deriving from a variety of domains pertaining to the effect of volatility within each dimension upon consumer memory. Regarding the arousal-memory interaction, these predictions include (1) the arousal enhancement hypothesis, which predicts a comprehensive improvement in memory due to the presence of emotional arousal, (2) the cognitive resource allocation model, which predicts a comprehensive decline in memory due to the presence of emotional arousal, (3) the peripheral neglect hypothesis, which predicts the enhancement of memory for temporally, conceptually, and spatially central information and impairment of memory for peripheral information due to the presence of emotional arousal, and (4) state dependent memory, which refers to the phenomenon that memory relies upon a consistency in psychological contexts across encoding and retrieval. Regarding the valence-memory interaction, three predictions were tested: (1) positive valence effect, which refers to the prediction that emotional valence is positively related to probability of recall, (2) selectivity for valenced stimuli, which refers to the tendency to selectively encode/retrieve information with a non-neutral affective tone, and (3) state-dependent encoding, which refers to the tendency to selectively encode information with an affective tone that is congruent with one's current emotional valence state. This research provides support for a state-dependent view of the emotion-memory relationship. Recall patterns also approximated those predicted by the peripheral neglect hypothesis. The theoretical and practical implications of these findings are provided
Identifier: FSU_migr_etd-9097 (IID)
Submitted Note: A Dissertation submitted to the Department of Sport Management in partial fulfillment of the requirements for the degree of Doctor of Philosophy.
Degree Awarded: Summer Semester, 2014.
Date of Defense: June 26, 2014.
Keywords: Advertising, Consumer Behavior, Emotion, Memory, Sponsorship, Sports Marketing
Bibliography Note: Includes bibliographical references.
Advisory Committee: Jeffrey James, Professor Directing Dissertation; Jeffery Smith, University Representative; Yu Kyoum Kim, Committee Member; J. Joseph Cronin, Jr., Committee Member.
Subject(s): Sports sciences
Persistent Link to This Record: http://purl.flvc.org/fsu/fd/FSU_migr_etd-9097
Owner Institution: FSU

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Smith, R. (2014). The Impact of Psychological State Incongruity on Sport Consumer Memory for Marketing Stimuli. Retrieved from http://purl.flvc.org/fsu/fd/FSU_migr_etd-9097