The gamification of in-game advertising: Examining the role of psychological ownership and advertisement intrusiveness

Malhotra, Gunjan

doi:10.1016/j.ijinfomgt.2020.102245

Cited by 76 publications

(54 citation statements)

References 92 publications

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“…Mishra and Malhotra (2020) established PO as a mediator between gameful experience and attitude toward game and attitude toward IGA. In most previous studies (Fuchs et al , 2010; Morewedge et al , 2021), PO is examined as an antecedent or a psychological mechanism to explain motives, attitudes, and behaviors at the individual level.…”

Section: Theoretical Background and Literature Reviewmentioning

confidence: 99%

“…While PO has been extensively studied in the organizational context (Dawkins et al , 2017), its adoption to marketing context has just begun (Kumar, 2019; Thürridl et al , 2020). Furthermore, PO is examined as a mediator in previous studies (Yoo et al , 2018; Mishra and Malhotra, 2020). This study examines the moderating role of PO on the relationship between ATG and ATB.…”

Section: Introductionmentioning

confidence: 99%

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Consumers' psychological reactance and ownership in in-game advertising

Malhotra

Saxena

2021

MIP

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PurposeThe study explores the effect of game flow, game enjoyment and game customization on consumers' attitudes toward the game (ATG). It also examines the relationship between consumers' ATG and attitude toward the in-game advertising (IGA) brand.Design/methodology/approachThe study used SEM and PROCESS MACRO to analyze the results.FindingsThe study asserts the significant role of game flow, game customization and game enjoyment as antecedents of consumers' ATG. Furthermore, psychological ownership and perceived IGA invasiveness were found to be significant moderators between attitude toward game and attitude for the IGA brand.Originality/valueThe study examines how players’ attitude toward the game influences their attitude toward the IGA brand due to the player's ownership perceptions over the game and invasiveness perceptions for IGA. The study used psychological ownership and psychological reactance theory in the gamification context. The study findings present pertinent implications for game developers and brands interested in using IGA tools.

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Section: Theoretical Background and Literature Reviewmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Consumers' psychological reactance and ownership in in-game advertising

Malhotra

Saxena

2021

MIP

Self Cite

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“…Drawing on psychological ownership and schema theories, the findings of Mishra and Malhotra (2020) indicate that the nature of in-game ads is intrusive to gamer's attitude toward the game. The determinants proposed in studies examining continuance intention consist of two categories: cognitive and affective factors (Lee and Kwon, 2011).…”

Section: Icpmgmentioning

confidence: 99%

Ads in gaming apps: experiential value of gamers

Naser

Bressolles

Khan

et al. 2021

IMDS

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PurposeEven though there is a noticeable market value in the mobile gaming apps industry, there has been limited research examining experiential value of gamers with respect to in-game ads in gaming apps. This study fills the void in the literature by examining factors associated with “experiential value of gamers through ads in gaming apps” as well as investigating its antecedents (cognitive and affective involvement) and consequences (positive word of mouth and intention to continue playing the mobile game).Design/methodology/approachA total of 600 valid responses from gamers was used to test the model fit, measurement and structural models, conditional probabilistic queries, and nonlinearity.FindingsThis study found that experiential value of gamers through ads in gaming apps is a second-order factor of four constructs: escapism, enjoyment, social affiliation and entertainment. Most of the structural paths between cognitive/affective involvement and dimensions of experiential value are supported. Surprisingly, only social affiliation and entertainment values predict positive word of mouth and intention to continue playing the mobile game, in a nonlinear way.Originality/valueThis study is the first to introduce “experiential value of gamers through ads in gaming apps”. The findings have important implications for companies to develop brand and communication strategies by leveraging specific advertisement formats and present their ads to the right audience in the right gaming apps and at the right time.

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“…Technology has irrevocably changed the way it interests, entices, and entertains individuals through highly effective tools of persuasion (Kumar & Gupta, 2016). One such tool is the gamification of advertising (Mishra & Malhotra, 2020; Yang et al, 2017), also commonly referred as advergames. Advergames are defined as “computer games specifically created to function as advertisements to promote brands, where the entertainment content mimics traditional game forms” (Kretchmer, 2005, p. 7).…”

Section: Introductionmentioning

confidence: 99%

How does a brand's psychological distance in an advergame influence brand memory of the consumers?

Sreejesh

Dwivedi

Ghosh

2021

J of Consumer Behaviour

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Advergames are computer games through which marketers promote their brands. While many studies have explored the influence of gamification of advertising, little is known about the nature of the consumer‐brand interaction and its effect on consumers' cognitive reactions. We address this gap by conducting three experiments in which we manipulate (a) consumers' level of message construal depending upon their interactions with the brands to complete game tasks, and (b) regulatory focus (RF) (individual‐level and game‐induced). We measure the effects on consumers' brand memory and also examine the mediating role of flow experience. Different samples comprising of post‐graduate students and adults are used in the experiments. Results reveal that a low (vs. high) construal level yields stronger brand memory. Also, a fit between RF (promotion and prevention) and construal level (high and low) results in better brand memory. Flow experience mediates the effects of the independent variables on brand memory.

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The gamification of in-game advertising: Examining the role of psychological ownership and advertisement intrusiveness

Cited by 76 publications

References 92 publications

Consumers' psychological reactance and ownership in in-game advertising

Consumers' psychological reactance and ownership in in-game advertising

Ads in gaming apps: experiential value of gamers

How does a brand's psychological distance in an advergame influence brand memory of the consumers?

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