Single vs. Multiple Signage: Applying Limited Capacity Message Processing to Fan##x2019;s Recognition and Recall of In-stadium Advertising

Abstract

With the innovation of digital signage, stadiums are surrounding their field with the signage of one single sponsor and digitally rotating to the next sponsor periodically. While this rotating technique is becoming more popular, little is known about whether the technique is more effective in creating consumer recognition and recall of corporate sponsors than the traditional cluster method. Thus, the current study aims to examine the effect of these types of methods (i.e., single-signage rotation vs. traditional cluster method) on brand memory. Guided by the theoretical perspective of limited model for mediated message processing (LC3MP), it was hypothesized that single-signage rotation technique would generate greater encoding rates and retrieval rates than multiple-signage rotation. The MANOVA results showed that participants (n = 33) who were assigned to the single-signage rotation condition were more likely to recall the sponsorship brands when compared to the multiple-signages condition (n = 34). However, there were no such impacts on encoding rates. Thus, the hypothesis regarding retrieving rates was only supported, which indicates that single-signage rotation technique will help fans to recall sponsor information better than other techniques.