Impact of flow on recognition of and attitudes towards in-game brand placements

Abstract

This study investigates the moderating influences of brand congruence and placement prominence on the impact of game-evoked flow on cognitive and affective outcomes for in-game brand placements. In two studies, the authors demonstrate that experiencing flow while gaming tends to contribute positively to affective outcomes, leading to more positive brand attitudes, but it has no impact on cognitive processing or brand recognition. In particular, brand congruence moderates the impact of flow, leading to more positive brand attitudes and brand recognition. Brand prominence moderates the impact of flow only on brand recognition, not on brand attitudes. These findings offer several implications, limitations and directions for further research.

Proximity, Familiarity or Congruency? What Influences Memory of Brand Placement in Videogames

“…Within this area, research usually measures these variables separately [25,26,39,40], combining them two by two [27,35,41,50], or without any of the conditions included in this study, for example, measuring the effects in subtle positions [29,33]. For this reason, it was decided to explore the interaction of the three main variables that affect recall and recognition (position, familiarity and congruency), paying attention to all their possible combinations.…”

“…Video game. Car racing or racetrack games are some of the most commonly utilized for brand placement [12,45,49,50], which is why it was the videogame genre chosen. In addition, reports on the video game industry indicate that, for the age range chosen in the study (18-24 years), 49% of gamers play driving games [48].…”

“…Finally, we propose delving further into the area of implicit memory [45,50,55] and try another longitudinal phase to see if memory and recognition change over time. On the one hand, this could involve using eye movement measurements aimed at confirming that players look at brand placement and for how long, that is, obtaining attentional data.…”

Creating win–win situations via advertising: new developments in digital out-of-home advertising

“…Examples include research on designing labelling programs for food products in a way that effectively communicates information that helps consumers make informed choices, and ultimately helps companies to better cater to consumer wants and needs (e.g., Hieke and Taylor 2012). Research focused on developing policy around disclosures of the persuasive intent of ads in advergames, product placements, and/or privacy on the internet that effectively balance consumer expectations with advertiser goals would also be desirable (e.g., Tessitore and Geuens 2013;van Reijmersdal et al 2015;Vermeir et al 2014). Another such winÀwin area might be research on developing green ad campaigns that effectively promote environmentally friendly products (e.g., Baek, Yoon and Kim 2015;Chang, Zhang, and Xie 2015).…”

The Impact of Advertisements Placement in the Computer Game on the Effectiveness of Social Campaign Messages

“…Physical and social setting in which the game is played (single, multi-player) (Dardis et al, 2012) Game difficulty (Herrewijn and Poels, 2013;Hwang et al, 2017) Game type (Bracken and Skalski, 2009;Gangadharbatla, 2016;Jeong et al, 2011;Lewis and Porter, 2010;Terlutter and Capella, 2013;Wu et al, 2018;Yang et al, 2006;Yoo and Peña, 2011) Congruity between the game and the ad (Chang et al, 2010;Lee and Faber, 2007;Lewis and Porter, 2010;Peters and Leshner, 2013;Williams et al, 2011) Player's experience (arousal, immersion, engagement) (Grigorovici and Constantin 2004;Lee and Faber 2007;Bardzell, Bardzell, and Pace 2008;Nicovich 2010;Jeong, Bohil, and Biocca 2011;Jeong and Biocca 2012;Yoon and Vargas 2013;Vermeir et al, 2014) Source: Own study.…”