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Keywords: Ecological validity
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Journal Articles
Did you notice us? An eye-tracking investigation of sponsorship at the US Olympic swim trials
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International Journal of Sports Marketing and Sponsorship (2025) 26 (1): 124–140.
Published: 11 November 2024
...Ali B. Mondt; Alan Morse; Zachary Evans Purpose This study aimed to investigate the ecological validity of sponsorship effectiveness by examining the visual attention paid to sponsorship at a live sporting event and the subsequent impact of that attention on cognitive outcomes using eye tracking...
