Glenna L. Read
Jihoon (Jay) Kim
Yen-I Lee
Shuoya Sun
Youngji Seo
and Kenon A. Brown

This research addresses how positive and negative publicity about athlete endorsers influences motivational mechanisms (appetitive and aversive) underlying cognitive and affective processing and evaluation to ads. Participants viewed an ad for a soft drink brand that featured an athlete endorser while psychophysiological measures of cognition, emotion, and arousal were collected. Each ad was preceded by a news story that contained either positive or negative information about the athlete’s off -fi eld behavior. Results indicate that cognition and arousal were enhanced in response to ads...Read more

Laura Martínez Caro
Jose Antonio Martínez García

This research has focused on the evaluation of the consumer satisfaction process in a sport event. A popular athletic cross urban race, periodically organized by a City Council, has served as the framework for the study of cognitive and affective elements that drives satisfaction judgment and the moderator effect of sport motivations. A causal model is tested and the results show that satisfaction is primarily driven by an affective factor (arousal), and the effect of pleasure is not significant. The cognitive element is also important for determining satisfaction and future behavior...Read more