Bookcover of The Mere Exposure Effect and In-Game Advertising
Booktitle:

The Mere Exposure Effect and In-Game Advertising

Exploring the effectiveness of using video games as an avenue for advertising

LAP LAMBERT Academic Publishing (2013-05-06 )

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ISBN-13:

978-3-659-38443-1

ISBN-10:
3659384437
EAN:
9783659384431
Book language:
English
Blurb/Shorttext:
This work explores the effectiveness of the use of in-game advertising for persuasion. The theory of Mere Exposure was used to develop the method and frame the data collection and analysis. For purposes of data collection, 143 participants (73 experimental, 70 control) played a video game that was either modified to expose them to an advertisement or left unmodified. Participants then completed questionnaires regarding recall, product liking, game liking, and video game experience. Statistical analysis showed that placing an advertisement within a video game generates recall of the product or brand embedded. The use of in-game ads, however, did not influence liking of the brand. In addition, there was no correlation between recall and level of experience of the participant. Finally, there was no conclusive evidence of a correlation between liking of the game itself, and liking of the product featured in the game.
Publishing house:
LAP LAMBERT Academic Publishing
Website:
https://www.lap-publishing.com/
By (author) :
Mary Strand
Number of pages:
152
Published on:
2013-05-06
Stock:
Available
Category:
Communication sciences
Price:
61.90 €
Keywords:
advertising, persuasion, Video Games, mere exposure effect, Communications

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