BERLIN, June 12  -- The majority of Germans believe that the World Cup advertising does have an influence, but the buying intension is low, a representative study by the University of Hohenheim said on Thursday.

According to the results of an online survey, more than three-quarters of Germans believe that the World Cup advertising does have an influence, especially in sports goods and textiles.

However, only 5 percent said they are more willing to buy products that lay the emphasis on World Cup themes in the advertising.

"We see here an interesting but typical phenomenon, which is referred to as the so-called third-person effect," said Prof. Markus Voeth, chair at the University of Hohenheim, adding, "so people often believe that other people are more influenced than themselves."

According to the study, Germans would reach for their wallets again for World Cup merchandise such as jerseys, flags or scarves.

On average, Germans aged 16 years and older will spend 12.75 euros (17.25 U.S. dollars) for World Cup merchandise.

However, Voeth said, memorabilia have now reached a certain degree of market saturation, as "many would wear the jersey of the last World Cup and still waving the flag, which they bought in 2006 or 2010 World Cup."

He added that TV spots with German nation players have much higher memory values than the TV spots with international stars like Ronaldo or Messi.