Consumers' reactions to being exposed to sponsorships have primarily been measured and documented by applying cognitive information-processing models to the phenomenon. In this paper it is argued that such effects are probably better modelled by applying models of peripheral information processing to the measurements, and it is suggested that effects can be measured on the attitudes-toward s-the-sponsor and emotion-towards-the-sponsor levels. This type of modelling is known as ELAM modelling; however, the types of independent variable involved are new to research into sponsorship effects. Two batteries of statements - attitude words and feeling words - were developed and a study carried out with 470 respondents, randomly selected from the Danish population. The data were analysed, and provide expressions of positive and negative attitude reaction and emotional reaction that show marked differences in consumer reactions towards sponsored objects of different natures as well as towards potential sponsoring organisations. For Instance, the charitable institutions measured in the study elicit larger negative emotional responses than positive responses, corresponding to a negative Net Emotional Response Score (NERS). Among the potential sponsoring companies, only one - a tobacco manufacturer - shows this profile in NERS. The variation in NERS between charitable institutions and sports institutions is quite dramatic and has a high face validity. When studying attitude responses (Net Attitude Response Score, or NARS), the differences between sponsored institutions are much smaller, although the charitable institutions still show a structurally different profile from the cultural and sports institutions. The differences between companies in NARS are quite small and probably significant in only a few instances. The NERS and NARS data are used to illustrate a 'goodness-of-fit' measurement that companies - or organisations looking for sponsors - can use to determine whether a potential arrangement has the ability to provide the desired effects on reactions. This goodness of fit is applied both to the net scores and to the full evaluations on the attitude and emotion batteries, and it seems as if the latter approach will be richer in explanatory power for a potential sponsor.
