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Information processing of audiences exposed to public service advertising messages for Special Olympics: A cognitive response approach

Meungguk Park (Department of Kinesiology, Southern Illinois University, Carbondale, Illinois, USA)
Brian A. Turner (Department of Human Sciences, College of Education and Human Ecology, The Ohio State University, Columbus, Ohio, USA)
Donna L. Pastore (Department of Human Sciences, College of Education and Human Ecology, The Ohio State University, Columbus, Ohio, USA)
Morgan Chitiyo (Special Education Program, Duquesne University, Pittsburg, Pennsylvania, USA)
Taeho Yoh (Department of Kinesiology, Southern Illinois University Carbondale, Carbondale, Illinois, USA)

International Journal of Sports Marketing and Sponsorship

ISSN: 1464-6668

Article publication date: 1 August 2016

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Abstract

Purpose

The purpose of this paper is to explore the cognitive processes that the study subjects experienced when exposed to different types of public service advertisements about Special Olympics.

Design/methodology/approach

A total of 529 cognitive responses from 141 college students were analyzed using the content analysis method.

Findings

The results of the frequency count of cognitive responses indicated that low-empathy (LE) subjects engaged in extensive cognitive efforts to process the information as much as high-empathy (HE) subjects. Additionally, the content analysis of the qualitative data showed that the two most frequently cited categories of positive thoughts for HE subjects were good cause/importance of Special Olympics and positive feeling related to volunteering for Special Olympics. For LE subjects, the most frequently identified category in positive thoughts was altruist/moral responsibility, followed by volunteer intention and positive feeling related to volunteering for Special Olympics.

Originality/value

The paper provides valuable information on cognitive responses to public service advertising messages.

Keywords

Citation

Park, M., Turner, B.A., Pastore, D.L., Chitiyo, M. and Yoh, T. (2016), "Information processing of audiences exposed to public service advertising messages for Special Olympics: A cognitive response approach", International Journal of Sports Marketing and Sponsorship, Vol. 17 No. 3, pp. 277-298. https://doi.org/10.1108/IJSMS-08-2016-017

Publisher

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Emerald Group Publishing Limited

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