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In this study we test how audience emotions induced by televised sports interact with the emotional tone of advertisements to influence ad processing. Past research exploring this carry-over effect has either neglected the arousal induced by the sporting event or failed to present positive and negative ads to participants. In this study we use a 2 (sports-induced valence: positive/negative) x 2 (sports-induced arousal: calm/arousing), x 2 (ad valence: positive/negative) mixed-design experiment. Participants had psychophysiological measures of cognitive resource allocation and emotional response measured throughout. We found that positive advertisements performed best in cognitive resource allocation in a congruent arousing/positive programming context, whereas negative advertisements worked better following an incongruent calm/positive programming context. Theoretical and practical contributions are discussed.

Motivational system approach to understand ad processing following various game outcomes