No abstract

In the cause-related marketing (CRM) literature, the degree of fit between a firm and cause has been shown to positively impact the effectiveness of CRM campaigns. Throughout the literature, however, firm-cause fit has been operationalized as the relatedness of conceptual attributes such as brand image and positioning (i.e., conceptual congruence). Across three studies, the authors demonstrate that the relatedness of perceptual attributes such as color (i.e., perceptual congruence) can also enhance the effectiveness of CRM campaigns. Study 1 shows that perceptual congruence between a firm and cause positively affects perceptions of overall fit and participation intentions. Study 2 provides evidence that perceptual congruence impacts CRM effectiveness through a fit-as-fluency mechanism. Finally, Study 3 demonstrates the moderating effect of elaboration on the relationship between fit type (perceptual vs. conceptual congruence) and participation intentions. Consistent with previous findings, elaboration positively affects participation intentions when the fit type is conceptual, but the results of Study 3 indicate that elaboration negatively impacts participation intentions when the fit type is perceptual.

Purpose This paper aims to investigate the phenomenon of active escapism – a unique form of experiential consumption that engages fantasy and role-play as a means of coping. In contrast with passive forms of escapism, whereby consumers act as observers (e.g. watching a movie), active escapism provides consumers with the opportunity to directly interact with mediated realities, whether constructed in a virtual space (e.g. a video game) or the real world. Design/methodology/approach Within the context of video game consumption, a conceptual framework for active escapism comprised antecedents, processes and consequences is established through literature review, depth interviews and naturalistic inquiry. Findings The findings suggest that active escapism functions as a coping mechanism when consumers are confronted with external stressors that threaten either their sense of identity or control. While other forms of emotion-focused coping relieve stress through psychological avoidance (i.e. refocusing of attention away from stressors), active escapism provides the benefits of affirmation and empowerment through projective fantasy (i.e. role-play) and presence (i.e. immersion into a mediated reality). Originality/value The conceptual framework established by this analysis gives insight into the structure of active escapism as a theoretical construct, providing a foundation for future research. Managerial implications for consumer escapism (e.g. branded in-game content) are discussed.

In contrast with traditional forms of entertainment media (e.g., movies, novels, and television), video games are unique in their ability to provide immersion, agency, and transformation (IAT) during the consumptive experience. As the video game medium has evolved over generations of consoles, the experience of IAT has become increasingly complex from the perspective of consumers. To better understand this phenomenon, this research presents a framework for understanding the consumption of video games by examining the intersection of player, narrative, and gameplay. Our findings suggest that advancements in video game technology and design have gradually increased the degree of integration among these domains. Although the subjective experience of IAT has generally improved as a function of greater integration, various conflicts arise from the tensions that exist between player, narrative, and gameplay. Consequently, this research explores the specific nature of such conflicts to provide a richer understanding of video game consumption and the impact of its evolution on consumers.

The use of advergames for the purpose of brand and product promotion is growing in popularity as the mobile gaming industry expands. The extant research on advergames, however, has focused primarily on factors influencing the effectiveness of in‐game advertising (e.g., banner and pop‐up ads appearing beside gameplay). Therefore, this research seeks to examine the impact of branded content integrated directly into the mechanics of a game. Across two studies, the influence of common game mechanics (e.g., shooting, collecting, avoiding) on affective and attentional processes are investigated by manipulating the design elements of a custom advergame. The results suggest that advergame mechanics can influence subsequent choices through perceptual fluency and affective transfer. Additionally, perceived difficulty was found to moderate the relationship between affective response and choice.