Effects of cognition demand, mode of interactivity and brand anthropomorphism on gamers’ brand attention and memory in advergames

Brand anthropomorphism, love and defense: does attitude towards social distancing matter?

“…While some scholars used physical attributes of a human body, i.e. height, gender, body features (Aggarwal & McGill, 2007;Guido & Peluso, 2015;Sreejesh & Anusree, 2017), others have used intangible attributes such as human name, human voice, personality or emotional and social skills of humans to assess anthropomorphism (Hellén & Sääksjärvi, 2013;Kim & Kramer, 2015;Puzakova & Aggarwal, 2018;Stinnett et al, 2013;Tuškej & Podnar, 2018). In this study, the brand anthropomorphism is conceptualized as a cognitive process in line with the definition provided by Puzakova et al (2009).…”

“…Another similar definition for anthropomorphism is 'the habit of using terms salient for human traits to refer to non-human traits' (Karlsson, 2012, p. 107). It refers to human attributions, human characteristics, or human behaviors to non-human objects (Rauschnabel & Ahuvia, 2014;Sreejesh & Anusree, 2017). These attributions, characteristics, or behaviors may include physical appearance, emotional states, inner mental states, or motivations (Epley & Waytz, 2008;Portal et al, 2018).…”

Acceptance of Anthropomorphic Technology: A Literature Review

“…We find that, in general, human-like design has a positive effect on anthropomorphism and other anthropomorphism-related constructs and characteristics. [5,44,41,42], productivity [15], competency [20], efficiency [24], information disclosure [45], and perceptual bandwidth [49]. Researchers also find users to develop an emotional connection [2], engagement [6], altruistic behavior [10], collaboration [30], interactivity [39], identification [38], trust [9], and social presence [42] as a result of interacting with AT.…”

The role of flow for mobile advergaming effectiveness

“…While playing an advergame, players can interact with the advertising message and the game features (Ping et al, 2010), which makes it more engaging. Interactivity within an enjoyable advergame has a positive effect on players' brand-related responses, increasing brand recall and recognition (Sreejesh and Anusree, 2017), and enhancing brand attitude (Ping et al, 2010;Sukoco and Wu, 2011). In addition, contrary to traditional advertising in which consumers are passively exposed to the content, advergames evoke a certain degree Mobile advergaming effectiveness of activity with consumers, engaging them with the interactive content .…”