Live sport broadcasts can evoke emotions in consumers and allow companies to reach their audience in environments that allow for automatic processing of brand messages. However, only few studies have applied psychophysiological methodologies to assess how the live nature of a competition and viewers' emotions affect the processing of sponsor messages, and prior research has mostly relied on ex‐post data. Therefore, to identify the interplay of game outcome uncertainty, viewers' emotions and attention to sponsor messages, this exploratory lab study tracks continuous viewer data during live sport broadcasts. Soccer fans' (n = 11) arousal, emotional valence, and visual attention to sponsors while watching live soccer broadcasts were measured using galvanic skin response, video‐based facial expressions, and infrared eye‐tracking. In‐play betting odds served as an indicator of outcome uncertainty. Multi‐level modeling reveals that greater outcome uncertainty increases arousal and the magnitude of emotional response. Further, the data reveal that low‐to‐moderate arousal and valence‐neutral emotional states increase viewer attention to sponsor messages. This study is the first to consider the dynamics of live sports experiences in the explanation of sponsorship effectiveness. It contributes to the literature by using continuous measurements involving psychophysiological data to investigate emotions and attention to sponsors.

中文翻译：

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直播节目中赞助商信息的处理-游戏结果不确定性和情绪的作用的初步研究

现场体育直播可以唤起消费者的情绪，并允许公司在允许自动处理品牌信息的环境中吸引他们的受众。但是，只有极少数的研究应用了心理生理学方法来评估比赛的现场性质和观众的情绪如何影响赞助商信息的处理，而先前的研究大多依赖事后数据。因此，为了确定游戏结果不确定性，观看者的情绪和对赞助商信息的关注之间的相互作用，这项探索性实验室研究跟踪了实况体育广播期间连续的观看者数据。足球迷（ñ = 11）使用流电的皮肤反应，基于视频的面部表情和红外眼动仪，测量了观看直播足球比赛时唤醒，情绪化的价格以及对赞助商的视觉注意。比赛中的赔率可作为结果不确定性的指标。多层次建模显示，更大的结果不确定性会增加唤醒感和情绪反应的幅度。此外，数据表明，低到中度的唤醒和价中性情绪状态会增加观众对赞助商信息的关注。这项研究是第一个考虑现场体育体验的动态来解释赞助有效性的方法。它通过使用涉及心理生理学数据的连续测量来调查情绪和对赞助者的关注程度，为文献做出了贡献。