Driving viewing intentions through entitativity of concurrent sponsors
conference contributionposted on 02.07.2018 by Peter Dickenson, Anne Souchon
Any type of content contributed to an academic conference, such as papers, presentations, lectures or proceedings.
This paper examines how roster size, homogeneity of sponsors’ offerings, and an implicit theory about groups (a) influence people’s ‘groupness’ perceptions (i.e. entitativity) of concurrent sponsors and (b) interact with entitativity, such that viewing intentions are affected.
- Sport, Exercise and Health Sciences
- Business and Economics