Play Buddies or Space Invaders? Players’ Attitudes Toward In-Game Advertising

Poels, Karolien; Janssens, Wim; Herrewijn, Laura

doi:10.1080/00913367.2013.774600

Cited by 32 publications

(27 citation statements)

References 56 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Attitude towards the ad was measured with a three‐item scale, based on an existing scale from Pollay and Mittal () and Poels et al . (). The three items (e.g.…”

Section: Methodsmentioning

confidence: 97%

Young adolescents' advertising literacy and purchase intention in social network games: Influence of perspective taking and need for cognition

Vanwesenbeeck

Ponnet

Walrave

2016

J of Consumer Behaviour

View full text Add to dashboard Cite

Social network games (SNGs) are popular online venues for young adolescents. The aim of this study is to examine how individual traits, need for cognition (NFC) and perspective taking (PT), are related to young-adolescents' conceptual (i.e. understanding selling and persuasive intentions) and attitudinal (i.e. critical attitude) advertising literacy in these SNGs. The current study also examines how a child's conceptual and attitudinal advertising literacy is related to purchase intentions after seeing advertising in an SNG. In total, 781 young adolescents (aged 10-14 years) took part in our study. First, participants were shown a 5-min video clip of an SNG including advertising. After watching the video clip, the participants completed a questionnaire about, among others, NFC, PT, conceptual advertising literacy, attitudinal advertising literacy and purchase intentions. NFC was found predictive of children's understanding of the selling and persuasive intent of SNG advertising. This means that children who score higher on the NFC scale are also more likely to have a higher conceptual knowledge of SNG advertising. PT was found to negatively influence children's critical attitude towards SNG advertising. As expected, critical attitude towards advertising was negatively related to purchase intentions. Finally, purchase intention was only partially related to conceptual advertising literacy.

show abstract

“…Attitude towards the ad was measured with a three‐item scale, based on an existing scale from Pollay and Mittal () and Poels et al . (). The three items (e.g.…”

Section: Methodsmentioning

confidence: 97%

Young adolescents' advertising literacy and purchase intention in social network games: Influence of perspective taking and need for cognition

Vanwesenbeeck

Ponnet

Walrave

2016

J of Consumer Behaviour

View full text Add to dashboard Cite

show abstract

“…Reclame in sociaalnetwerkgames is een vorm van in-gamereclame, waarbij reclameboodschappen en/of merken opgenomen zijn binnen de speelcontext (Poels et al 2013). Dit type reclame is sterk geïntegreerd binnen het medium (Pharr 2011;Rozendaal et al 2013).…”

Section: Reclamevormen Op Sociaalnetwerkgamesunclassified

Reclamewijsheid van Vlaamse jongeren in een sociaalnetwerkgame: vergelijkende studie tussen billboardreclame en productgebruik

2016

View full text Add to dashboard Cite

SamenvattingInleiding Dit artikel heeft als doel na te gaan in welke mate Vlaamse jongeren conceptuele en attitudinale reclamewijsheid hebben ten aanzien van reclame in een sociaalnetwerkgame. Methode Aan 754 jongeren (10-14 jaar) werd een kort videofragment getoond uit sociaalnetwerkgame Habbo Hotel, waarin twee commerciële boodschappen verwerkt werden: een passieve reclamevorm (billboardreclame) en een actieve reclamevorm (productgebruik door de speler in de game). Vervolgens werd hen gevraagd een enquête in te vullen. Resultaten en conclusie Uit de resultaten blijkt dat de Vlaamse jongeren uit de steekproef laag scoren op het gebied van conceptuele reclamewijsheid, en een weinig uitgesproken houding bezitten ten aanzien van beide reclamevormen. Tot slot behandelt dit artikel de beperkingen van het onderzoek en aanbevelingen voor toekomstig onderzoek. Trefwoorden reclamewijsheid · sociaalnetwerkgames · jongeren

show abstract

“…There are relatively few studies of the effects of advertising in violent games, such as brand memory formation and attitude change. Most recent studies focusing on advertising effects in games have been tended to opt for non-violent content such as sports or racing games [1][2][3][4][5]. Moreover, there is little research which considers both advertising effects and user aggression with basis of aggression and persuasion theories [6].…”

Section: Introductionmentioning

confidence: 98%

Brand Memory, Attitude, and State Aggression in Violent Games: Focused on the Roles of Arousal, Negative Affect, and Spatial Presence

Jeong¹,

Lee²,

Woo³

2015

2015 48th Hawaii International Conference on System Sciences

View full text Add to dashboard Cite

Violent games have increasingly gained their market share in recent video game markets. They have attracted much attention due to their potential effects on users in advertising and aggression. However, little research has investigated such effects considering both user aggression and persuasion mechanism in virtual space. Based on the general aggression model and the presence theory, the current study examines the effects of realistic violence cues (blood and screams) and trait aggression on brand memory, attitude change toward brands in the game, and state aggression through physiological arousal (i.e., skin conductance level), negative affect and spatial presence. Results show that violence cues affect both arousal and negative affect, and in turn the negative affect changes attitude toward brands negatively and increases the degree of state aggression. Trait aggression enhances presence, and the spatial presence strongly affects brand memory. Results and implications are discussed.

show abstract

Play Buddies or Space Invaders? Players’ Attitudes Toward In-Game Advertising

Cited by 32 publications

References 56 publications

Young adolescents' advertising literacy and purchase intention in social network games: Influence of perspective taking and need for cognition

Young adolescents' advertising literacy and purchase intention in social network games: Influence of perspective taking and need for cognition

Reclamewijsheid van Vlaamse jongeren in een sociaalnetwerkgame: vergelijkende studie tussen billboardreclame en productgebruik

Brand Memory, Attitude, and State Aggression in Violent Games: Focused on the Roles of Arousal, Negative Affect, and Spatial Presence

Contact Info

Product

Resources

About