chapter  32
8 Pages

On the visual processing and memory of incidental information: Advertising panels in soccer games

Abstract This study investigates the incidental processing of advertising panels around a soccer ground, and their subsequent recall and recognition. The visual processing was analysed as a function of several soccer actions during the game, the familiarity of the brand names, their positions around the field, and the soccer experiences of the subjects. The data clearly show that the advertising panels do not substantially capture the gaze of the subjects. Moreover, whatever could be recalled or recognized is simply due to constructive guessing and response biases.