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Get in the Game: The Effects of Game-Product Congruity and Product Placement Proximity on Game Players' Processing of Brands Embedded in Advergames

Journal of advertising, 2013-04, Vol.42 (2-3), p.113-130 [Peer Reviewed Journal]

Copyright Taylor & Francis Group, LLC 2013 ;Copyright © 2013 American Academy of Advertising ;COPYRIGHT 2013 Taylor & Francis Group LLC ;Copyright Taylor & Francis Ltd. 2013 ;ISSN: 0091-3367 ;EISSN: 1557-7805 ;DOI: 10.1080/00913367.2013.774584 ;CODEN: JOADD7

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  • Title:
    Get in the Game: The Effects of Game-Product Congruity and Product Placement Proximity on Game Players' Processing of Brands Embedded in Advergames
  • Author: Peters, Sara ; Leshner, Glenn
  • Subjects: Advertising ; Attitudes ; Brand identification ; Brands ; Computer & video games ; Congruity models ; Evaluation ; Games ; Influence ; Investigations ; Marketing ; Memory ; Online advertising ; Product placement ; Social networks ; Studies ; U.S.A ; Variance analysis ; Video game advertising ; Young adults
  • Is Part Of: Journal of advertising, 2013-04, Vol.42 (2-3), p.113-130
  • Description: This study focused on the effects of game-product congruity and product placement proximity on advergame players' brand memory, brand attitude, game enjoyment, and future intention to play. A 2 (congruity) × 2 (proximity) repeated-measures experiment was used. Results revealed that players' implicit memory improved for congruent games only. Explicit memory measures also showed signs of improvement for brands in the congruent/central game condition. Surprisingly, it appears that the incongruent/peripheral game condition produced the best results overall with the smallest negative attitude change, the most game enjoyment, and the highest intention to play again in the future. These contradictory findings suggest to brand marketers who design advergames to be careful when combining multiple game featurescongruity and proximity) within a single advergame because this strategic move may provide optimal brand memory while also producing the opposite desired effect for attitude toward the brand, game enjoyment, and intention to play.
  • Publisher: Abingdon: Taylor & Francis Group
  • Language: English
  • Identifier: ISSN: 0091-3367
    EISSN: 1557-7805
    DOI: 10.1080/00913367.2013.774584
    CODEN: JOADD7
  • Source: ProQuest One Psychology
    ProQuest Central
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