Welcome to the 2025 AAA Annual Conference in Pittsburgh, PA! We are so glad you are joining us. Be sure to share your time at the conference using #AAA2025!
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This study explores the impact of multiscreening and ego depletion, frequently experienced by international viewers watching live sports from different continents in inconvenient time zones, on sponsorship effectiveness. Through three experimental studies, the research explores how synchronised ads can mitigate the negative effects of divided attention and cognitive fatigue. The findings reveal that both multiscreening and ego depletion significantly impair sponsor memory but do not affect perceived sponsorship fit. Notably, synchronised ads enhance sponsor memory for ego-depleted viewers, providing a promising strategy for marketers targeting fatigued international audiences to improve sponsorship effectiveness in global media consumption contexts.
Please note: Speakers are automatically alphabetized by last name in SCHED. The speaker order here does not necessarily reflect the true authorship order of the presentation.
