The effect of involvement on ad judgement in a computermediated environment

Abstract

This study investigates the relationship between involvement, presence and communication (advertising and word-of-mouth) judgement in a computer-mediated communications environment. A popular computer game was modified to incorporate persuasive communication within game play. Results indicate that involvement affects communication judgement and that the degree of experienced presence within the environment mediates this relationship. 599

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

“…However, several things might break the spell of the game, such as distractions from the person's physical environment or the game world not being consistent or realistic (Nelson, Keum, and Yaros 2004;Nicovich 2010). In relation to IGA, this suggests that the amount of appropriateness or congruence between the game world and the advertisement might be an important issue.…”

“…The same tendency can be observed in studies investigating the effects of player involvement and immersion on IGA effectiveness. These studies claim that the more arousing, involving, and immersive a digital game is, the lower the brand recall and recognition of the players, and at the same time, the better their brand attitude (Grigorovici and Constantin 2004;Lee and Faber 2007;Nicovich 2010).…”

“…These effectiveness studies typically use experiments whereby players are exposed to a digital game containing advertisements, after which they are asked about their awareness of and attitude toward the specific brands integrated into the game. These studies have investigated the effects of aspects such as brand prominence (Chang et al 2010;Lee and Faber 2007), player involvement and immersion (Lee and Faber 2007;Nelson, Yaros, and Keum 2006;Nicovich 2010) and game-product congruity (Chang et al 2010;Lewis and Porter 2010). These studies demonstrate that higher recall and recognition rates are often accomplished when brand placements are highly incongruent and are integrated into the game environment in a central and prominent way (Chang et al 2010;Lee and Faber 2007).…”

“…The more players feel like they are in an environment, and the more involved they are, the greater the impact of the events experienced. As such, higher degrees of immersion should result in a more intense attitude toward the events they witness, including advertisements integrated into the game environment (Nicovich 2010). Another relevant characteristic is related to the high level of interactivity in digital games.…”

Self-disclosure in online media

“…For instance, computer-mediated communications (CMC) have altered communications options and outcomes for consumers (Zinkhan et al 2003;Kwak et al 2008;Nicovich 2010). Research on CMC is not new.…”