Effects of Product Placement in On-Line Games on Brand Memory: A Perspective of the Limited-Capacity Model of Attention
Top Cited Papers
- 1 December 2007
- journal article
- research article
- Published by Taylor & Francis Ltd in Journal of Advertising
- Vol. 36 (4), 75-90
- https://doi.org/10.2753/joa0091-3367360406
Abstract
This study explores the conditions under which product placement in an on-line game will get noticed and be remembered from a perspective of the limited-capacity model of attention. Results show that the location of brand messages in the game (referred to here as proximity), game involvement, and prior game-playing experience interact to influence brand memory. Although experienced players in the moderate-involvement condition recognize focal brands better than the peripheral brands, the recognition superiority of the focal brands over the peripheral brands disappears when experienced players' involvement is high. The interaction between proximity and game involvement does not emerge for inexperienced players, however. Findings also demonstrate that the degree of congruity between the product category of a brand and game content influences brand memory such that highly incongruent brands are better recalled than either moderately incongruent brands or highly congruent brands. Implications for researchers are also discussed.Keywords
This publication has 44 references indexed in Scilit:
- "COME ON DOWN": How Consumers View Game Shows and the Products Placed in ThemJournal of Advertising, 2006
- CONSUMERS, CHARACTERS, AND PRODUCTS: A Balance Model of Sitcom Product Placement EffectsJournal of Advertising, 2006
- AD SKEPTICISM: The Consequences of DisbeliefJournal of Advertising, 2005
- CONSUMER RESPONSE TO SEX ROLE PORTRAYALS IN ADVERTISEMENTS: Effects of Incongruity and Prejudices on Emotions and AttitudesJournal of Advertising, 2003
- AD SCHEMA INCONGRUITY AS ELICITOR OF ETHNIC SELF-AWARENESS AND DIFFERENTIAL ADVERTISING RESPONSEJournal of Advertising, 2003
- THE EFFECTS OF SPONSOR RELEVANCE ON CONSUMER REACTIONS TO INTERNET SPONSORSHIPSJournal of Advertising, 2003
- The Persuasion Knowledge Model: How People Cope with Persuasion AttemptsJournal of Consumer Research, 1994
- How does the congruity of brand names affect evaluations of brand name extensions?Journal of Applied Psychology, 1994
- Attention versus Distraction: The Interactive Effect of Program Involvement and Attentional Devices on Commercial ProcessingJournal of Advertising, 1993
- Context Effects on Recall and Recognition of Magazine AdvertisementsJournal of Advertising, 1992