Advergames and the effects of game-product congruity

Computers in Human Behavior

Volumn 26, Issue 6, 2010, Pages 1259-1265

  Gross, Michelle L ^a  

^a UNIVERSITY OF MINNESOTA   (United States)

Author keywords

Advergames; Advertising; Brand memory; Product involvement

Indexed keywords

ADVERGAMES; ADVERTISING; BRAND MEMORY; COMMUNICATION STRATEGY; ELECTRONIC GAMES; EMPIRICAL STUDIES; IMMERSIVE; MEMORY EFFECTS; PRODUCT CATEGORIES; PRODUCT INVOLVEMENTS;

MARKETING;

EID: 77956187728     PISSN: 07475632     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.chb.2010.03.034     Document Type: Article

References (34)

1. AdWeek Media (2009). Game on! The action-packed world of videogame advertising. Custom report for Adweek, Brandweek, and Mediaweek. Retrieved Dec. 10, 2009 from < http://www.adweek.com/aw/photos/stylus/43082-1020VideoGames- lo-res.pdf >.
2. J.R. Anderson A spreading activation theory of memory Journal of Verbal Learning and Verbal Behavior 22 3 1983 261 295
3. J.R. Anderson Learning and memory 1995 Wiley New York
4. Campanelli, M. (2008). eMarketer: In-game advertising spending expected to reach $650 million in 2012. Retrieved February 14, 2010 from < http://www.emarketingandcommerce.com >.
5. I.M. Chaney, K.H. Lin, and J. Chaney The effect of billboards within the gaming environment Journal of Interactive Advertising 5 1 2004 37 45
6. Chen, J., & Ringel, M. (2001). Can advergaming be the future of interactive advertising? Retrieved February 22, 2009 from < http://www.kpe.com >.
7. Deloitte (2008). Get in the game: Using advertising to reach and keep the diverse audience of gamers. Retrieved February 15, 2010 from < http://www.deloitte.com/assets/Dcom-Canada/Local%20Assets/Documents/ us-tmt-Get-in-the-Game-071108(1).pdf >.
8. Entertainment Software Association (2009). Essential facts about the computer and video game industry: 2009 sales demographic and usage data. Retrieved December 10, 2009 from < http://www.theesa.com/facts/pdfs/ESA-EF- 2009.pdf >.
9. H. Fattah, and P. Paul Gaming gets serious American Demographics 24 5 2002 38 44
10. S.T. Fiske, and S.E. Taylor Social cognition 2nd ed. 1991 McGraw Hill New York
11. M. Friestad, and P. Wright The persuasion knowledge model: How people cope with persuasion attempts Journal of Consumer Research 21 1 1994 1 31
12. D.M. Grigorovici, and C.D. Constantin Experiencing interactive advertising beyond rich media: Impacts of ad type and presence on brand effectiveness in 3D gaming immersive virtual environments Journal of Interactive Advertising 5 1 2004 31 53
13. M. Lee, and R.J. Faber Effects of product placement in on-line games on brand memory: A perspective of the limited-capacity model of attention Journal of Advertising 36 4 2007 75 90
14. M. Lee, and S. Youn Leading national advertisers' use of advergames Journal of Current Issues and Research in Advertising 30 2 2008 1 13
15. T. Mackay, M. Ewing, F. Newton, and L. Windisch The effect of product placement in computer games on brand attitude and recall International Journal of Advertising 28 3 2009 423 438
16. M. Moorman, P.C. Neijens, and E.G. Smit The effects of magazine-induced psychological responses and thematic congruence on memory and attitude toward the ad in a real-life setting Journal of Advertising 31 4 2002 27 40
17. M.R. Nelson Recall of brand placements in computer/video games Journal of Advertising Research 42 2 2002 80 92
18. M.R. Nelson, H. Keum, and R.A. Yaros Advertainment or adcreep: Game players' attitudes toward advertising and product placements in computer games Journal of Interactive Advertising 5 1 2004 3 21
19. NPD Group (2009). More Americans play video games than go out to the movies. Retrieved February 12, 2010 from < http://www.npd.com/press/releases/ press-090520.html >.
20. Peters, S., Leshner, G., Bolls, P., & Wise, K. (2009). The effects of advergames on game players' processing of embedded brands. In Conference papers-international communication Association.
21. R.E. Petty, and J.T. Cacioppo The elaboration likelihood model of persuasion Advances in Consumer Research 11 1984 673 675
22. R.E. Petty, and J.T. Cacioppo Communication and persuasion: Central and peripheral routes to attitude change 1986 Springer-Verlag New York
23. Quantcast (2009). Nabiscoworld.com audience profile. Retrieved March 22, 2009 from < http://www.quantcast.com/nabiscoworld.com >.
24. S. Rajaram, and H.L. Roediger Direct comparison of four implicit memory tests Journal of Experimental Psychology: Learning, Memory, and Cognition 19 1993 765 776
25. E. Van Reijmersdal Brand placement prominence: Good for memory! Bad for attitudes? Journal of Advertising Research 49 2 2009 151 153
26. L.P. Schneider, and T.B. Cornwell Cashing in on crashes via brand placement in computer games: The effects of experience and flow on memory International Journal of Advertising 24 3 2005 321 343
27. P.N. Shamdasani, A.J.S. Stanaland, and J. Tan Location, location, location: Insights for advertising placement on the web Journal of Advertising Research 41 4 2001 7 21
28. S. Shapiro, and S. Krishnan Memory-based measures for assessing advertising effects: A comparison of explicit and implicit memory effects Journal of Advertising 30 1 2001 1 14
29. Y. Sung, and F. De Gregorio New brand worlds: College student consumer attitudes toward brand placement in films, television shows, songs, and video games Journal of Promotion Management 14 2008 85 101
30. T. Winkler, and K. Buckner Receptiveness of gamers to embedded brand messages in advergames: Attitude toward product placement Journal of Interactive Advertising 7 1 2006 37 46
31. K. Wise, P. Bolls, H. Kim, A. Venkataraman, and R. Meyer Enjoyment of advergames and brand attitudes: The impact of thematic relevance Journal of Interactive Advertising 9 1 2008 27 36
32. M. Yang, D.R. Roskos-Ewoldsen, L. Dinu, and L.M. Arpan The effectiveness of "In-Game" advertising: Comparing college student's explicit and implicit memory for brand names Journal of Advertising 35 4 2006 143 152
33. K. Yoon, P.D. Bolls, and A. Lang The effects of arousal on liking and believability of commercials Journal of Marketing Communications 4 2 1998 101 114
34. J.L. Zaichkowsky Measuring the involvement construct Journal of Consumer Research 12 3 1985 341 352