The results of football instant replay video reviews can alter a consumer’s perception of a brand, according to a UGA study.
A pair of researchers at the Grady College of Journalism and Mass Communication have linked the outcomes of those football replay reviews to consumers having a positive perception of a brand. Jihoon “Jay” Kim, a doctoral student, and Jooyoung Kim, an associate professor of advertising, investigated how the use of advertising in sporting events’ replay reviews affected consumer feelings toward sponsored brands.
Their study showed increased focus and attention from spectators during rivalry games and during suspenseful moments. Also, spectators felt a greater amount of positive emotion when a referee’s decision through an instant replay video benefited their team late in a game with a close score, compared to a less suspense-filled moment.
Jooyoung Kim says the results of this study could lead to a series of exciting advancements for advertisers of sporting events. “Advertisers want to be present at the place where their audiences are happy rather than mad. They want to be associated with the positive memory,” he says.
This brief appeared in the spring 2019 issue of Research Magazine. The original story is available at https://news.uga.edu/football-instant-replays-affect-brand-attitude/.
