The effects of consumer knowledge on responses to event sponsorships

Research into consumer responses to event sponsorships has grown in recent years. However, the effects of consumer knowledge on sponsorship response have received little consideration. Consumers' event knowledge is examined to determine whether experts and novices differ in information processing of sponsorships and whether a sponsor's brand equity influences perceptions of sponsor-event fit. Six sponsors (three high equity/three low equity) were paired with six events. Results of hypothesis testing indicate that experts generate more total thoughts about a sponsor-event combination. Experts and novices do not differ in sponsor-event congruence for high-brand-equity sponsors, but event experts perceive less of a match between sponsor and event for low-brand-equity sponsors. (C) 2004 Wiley Periodicals, Inc.

Finding negative event oriented patterns in long temporal sequences

Pattern discovery in a long temporal event sequence is of great importance in many application domains. Most of the previous work focuses on identifying positive associations among time stamped event types. In this paper, we introduce the problem of defining and discovering negative associations that, as positive rules, may also serve as a source of knowledge discovery. In general, an event-oriented pattern is a pattern that associates with a selected type of event, called a target event. As a counter-part of previous research, we identify patterns that have a negative relationship with the target events. A set of criteria is defined to evaluate the interestingness of patterns associated with such negative relationships. In the process of counting the frequency of a pattern, we propose a new approach, called unique minimal occurrence, which guarantees that the Apriori property holds for all patterns in a long sequence. Based on the interestingness measures, algorithms are proposed to discover potentially interesting patterns for this negative rule problem. Finally, the experiment is made for a real application.

Finding temporal features of event-oriented patterns

A major task of traditional temporal event sequence mining is to predict the occurrences of a special type of event (called target event) in a long temporal sequence. Our previous work has defined a new type of pattern, called event-oriented pattern, which can potentially predict the target event within a certain period of time. However, in the event-oriented pattern discovery, because the size of interval for prediction is pre-defined, the mining results could be inaccurate and carry misleading information. In this paper, we introduce a new concept, called temporal feature, to rectify this shortcoming. Generally, for any event-oriented pattern discovered under the pre-given size of interval, the temporal feature is the minimal size of interval that makes the pattern interesting. Thus, by further investigating the temporal features of discovered event-oriented patterns, we can refine the knowledge for the target event prediction.