Psychophysiological Responses to Background Brand Placements in Video Games

Gangadharbatla, Harsha; Bradley, Samuel D.; Wise, Wesley

doi:10.1080/00913367.2013.775800

Cited by 42 publications

(18 citation statements)

References 33 publications

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“…Research results show that game players are actually able to subconsciously notice background advertisements, although they may not be able to explicitly recall them afterwards. This is especially notable for brands for which players have previous favorable attitudes, so they automatically stimulate further elaboration (Gangadharbatla, Bradley and Wise, 2013). Therefore, empirical findings indicate that players actually have explicit and implicit memory of advertisements, despite the concentration put on playing games (Yeu et al, 2013).…”

Section: The Effectiveness Of Product Placement In Computer and Videomentioning

confidence: 96%

Research of indirect advertising in video game industry

Štavljanin¹,

Cvijović²,

Kostić-Stanković³

2017

Industrija

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Section: The Effectiveness Of Product Placement In Computer and Videomentioning

confidence: 96%

Research of indirect advertising in video game industry

Štavljanin¹,

Cvijović²,

Kostić-Stanković³

2017

Industrija

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“…The system and level of motivational activation regulate the allocation of automatic cognitive resources to processing message information (Bradley, Angelini, & Lee, 2007;Chung & Sparks, 2015;Gangadharbatla, Bradley, & Wise, 2013;Lang, 2006;Sparks & Lang, 2015). The appetitive system primarily functions to promote memory of survival-relevant opportunities for sustenance.…”

Section: Motivational Systems Cognitive System and Individual Diffementioning

confidence: 99%

“…Brand or product placements usually in the form of billboard advertisements are a common type of advertising utilized in video games. The majority of the research on the influence of in-game advertising has investigated the effectiveness of advertising executions on brand recognition and recall (Chung & Sparks, 2015;Gangadharbatla, Bradley, & Wise, 2013;Lee & Faber, 2007;Mackay, Ewing, Newton, & Windisch, 2009); brand-related perceptions, attitudes, and behavior change (Jung, Min, & Kellaris, 2011;Mackay et al, 2009;Yoo & Peña, 2011); and the effects of individual differences, such as game experience (Terlutter & Capella, 2013). Most frequently, recognition and recall have been examined to demonstrate the effectiveness of the in-game impression on increasing memory for in-game advertising messages, a common goal of advertising (Lee & Faber, 2007;Mackay et al, 2009).…”

mentioning

confidence: 99%

The Effects of Psychobiological Motivational Traits on Memory of In‐Game Advertising Messages

Sparks

Chung

2015

Psychology and Marketing

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This study examined the influence of psychobiological motivational traits related to individual approach and avoidance tendencies on cognitive processing of in‐game advertising. Participants played a custom‐built video game containing billboard advertisements. After playing the game, participants’ approach, positivity offset (PO), and avoidance, negativity bias (NB), traits were measured using the motivation activation measure (MAM). Recognition and recall memory were greater for high PO and low NB trait individuals. The findings of this study imply that advertising in first‐person‐shooter (FPS) video games may be most effective when targeting individuals with simultaneously high PO and low NB, risk takers, but least effective for those with low PO and high NB, risk avoiders.

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“…According to the growing popularity of product placement in computer games, an increase in scientists' interest in the effectiveness of this phenomenon can be observed. Research focuses on evaluating players' brand memory, attitudes toward to the game, product or brand, and purchasing intentions (Gangadharbatla, Bradley & Wise, 2013). In addition, brands placed in games affect the audience in different degrees because the brand can be featured in various ways.…”

Section: Introductionmentioning

confidence: 99%

Determinants of Effective Product Placement in Computer Games – Literature Review

Hofman-Kohlmeyer

2018

CBUP

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Product placement is a common tool in promotional campaign. Marketers feature products in the plot of movies or TV programs to improve brand image and influence purchase decisions. Companies more often decide to embed products or brand identifiers inside computer games. Product placement attracts attention of managers as well as scholars. Vast parts of research focused on determinants of effective product placement in a game environment. The present paper aims to represent the main determinants that influence the effectiveness of product placement and is based on literature review.INTRODUCTION: Recently, we have witnessed the evolution of product placement in computer games. This new medium attracted many well-known companies such as IBM, Adidas or Coca-Cola. According to the growing popularity of placing product in games, an increase in scientists' interest in the effectiveness of this phenomenon can be observed. Research focuses on evaluating players' brand memory, attitudes toward to the game, product or brand, and purchasing intentions. It is important to note that brands placed in games affect the audience in different degrees because the brand can be featured in various ways. Some of the scholars investigated the factors that can exert influence on the effectiveness of product placement in computer games.OBJECTIVES: The present paper is aimed to investigate the main determinants of effective product placement in computer games.METHODS: The article is based on polish and foreign literature review.RESULTS: The growing ranks of scholars has been observed to have interest in the effectiveness of product placement in computer games. According to the literature, it can be said that an effectiveness of product (or brand) placement in a game environment is determined by: the degree of product/brand visibility in the game (prominence as well as proximity), game-product congruity, customer engagement in a game, persuasive knowledge, and strategy of product or brand integration with the game. There is also research that explores how these determinants influence product placement effectiveness in a game environment.CONCLUSION: Despite the progress made, there are still important limitations of the conducted research, e.g. results can be moderate by various circumstances such as using fictitious or real brands. In addition, the same factor can have positive as well as negative effects. For instance, product placement proximity on the one hand enhances brand recall, but on the other can cause negative attitudes toward the brand. There are also determinants with limited research such as influence of product or brand integration with the game on product (or brand) effectiveness.

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Psychophysiological Responses to Background Brand Placements in Video Games

Cited by 42 publications

References 33 publications

Research of indirect advertising in video game industry

Research of indirect advertising in video game industry

The Effects of Psychobiological Motivational Traits on Memory of In‐Game Advertising Messages

Determinants of Effective Product Placement in Computer Games – Literature Review

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