The Mere Exposure Effect and In-Game Advertising: Exploring the effectiveness of using video games as an avenue for advertising - Softcover
Synopsis
This work explores the effectiveness of the use of in-game advertising for persuasion. The theory of Mere Exposure was used to develop the method and frame the data collection and analysis. For purposes of data collection, 143 participants (73 experimental, 70 control) played a video game that was either modified to expose them to an advertisement or left unmodified. Participants then completed questionnaires regarding recall, product liking, game liking, and video game experience. Statistical analysis showed that placing an advertisement within a video game generates recall of the product or brand embedded. The use of in-game ads, however, did not influence liking of the brand. In addition, there was no correlation between recall and level of experience of the participant. Finally, there was no conclusive evidence of a correlation between liking of the game itself, and liking of the product featured in the game.
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About the Author
Mary Strand received her MA from California State University, Sacramento in Communication Studies. Having taken up an interest with computer mediated communication and digital media's affect on human interaction, her fascination with the video game as a communication medium was a natural progression. Plus it was an excuse to play more video games.
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The Mere Exposure Effect and In-Game Advertising
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LAP LAMBERT Academic Publishing Mai 2013, 2013
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Taschenbuch. Condition: Neu. This item is printed on demand - it takes 3-4 days longer - Neuware -This work explores the effectiveness of the use of in-game advertising for persuasion. The theory of Mere Exposure was used to develop the method and frame the data collection and analysis. For purposes of data collection, 143 participants (73 experimental, 70 control) played a video game that was either modified to expose them to an advertisement or left unmodified. Participants then completed questionnaires regarding recall, product liking, game liking, and video game experience. Statistical analysis showed that placing an advertisement within a video game generates recall of the product or brand embedded. The use of in-game ads, however, did not influence liking of the brand. In addition, there was no correlation between recall and level of experience of the participant. Finally, there was no conclusive evidence of a correlation between liking of the game itself, and liking of the product featured in the game. 152 pp. Englisch. Seller Inventory # 9783659384431
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The Mere Exposure Effect and In-Game Advertising
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Condition: New. Dieser Artikel ist ein Print on Demand Artikel und wird nach Ihrer Bestellung fuer Sie gedruckt. Autor/Autorin: Strand MaryMary Strand received her MA from California State University, Sacramento in Communication Studies. Having taken up an interest with computer mediated communication and digital media s affect on human interaction, her fasci. Seller Inventory # 5152688
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The Mere Exposure Effect and In-Game Advertising
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The Mere Exposure Effect and In-Game Advertising
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Taschenbuch. Condition: Neu. This item is printed on demand - Print on Demand Titel. Neuware -This work explores the effectiveness of the use of in-game advertising for persuasion. The theory of Mere Exposure was used to develop the method and frame the data collection and analysis. For purposes of data collection, 143 participants (73 experimental, 70 control) played a video game that was either modified to expose them to an advertisement or left unmodified. Participants then completed questionnaires regarding recall, product liking, game liking, and video game experience. Statistical analysis showed that placing an advertisement within a video game generates recall of the product or brand embedded. The use of in-game ads, however, did not influence liking of the brand. In addition, there was no correlation between recall and level of experience of the participant. Finally, there was no conclusive evidence of a correlation between liking of the game itself, and liking of the product featured in the game.VDM Verlag, Dudweiler Landstraße 99, 66123 Saarbrücken 152 pp. Englisch. Seller Inventory # 9783659384431
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The Mere Exposure Effect and In-Game Advertising : Exploring the effectiveness of using video games as an avenue for advertising
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Taschenbuch. Condition: Neu. nach der Bestellung gedruckt Neuware - Printed after ordering - This work explores the effectiveness of the use of in-game advertising for persuasion. The theory of Mere Exposure was used to develop the method and frame the data collection and analysis. For purposes of data collection, 143 participants (73 experimental, 70 control) played a video game that was either modified to expose them to an advertisement or left unmodified. Participants then completed questionnaires regarding recall, product liking, game liking, and video game experience. Statistical analysis showed that placing an advertisement within a video game generates recall of the product or brand embedded. The use of in-game ads, however, did not influence liking of the brand. In addition, there was no correlation between recall and level of experience of the participant. Finally, there was no conclusive evidence of a correlation between liking of the game itself, and liking of the product featured in the game. Seller Inventory # 9783659384431
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The Mere Exposure Effect and In-Game Advertising | Exploring the effectiveness of using video games as an avenue for advertising
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Taschenbuch. Condition: Neu. The Mere Exposure Effect and In-Game Advertising | Exploring the effectiveness of using video games as an avenue for advertising | Mary Strand | Taschenbuch | 152 S. | Englisch | 2013 | LAP LAMBERT Academic Publishing | EAN 9783659384431 | Verantwortliche Person für die EU: preigu GmbH & Co. KG, Lengericher Landstr. 19, 49078 Osnabrück, mail[at]preigu[dot]de | Anbieter: preigu Print on Demand. Seller Inventory # 105948524
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The Mere Exposure Effect and In-Game Advertising: Exploring the effectiveness of using video games as an avenue for advertising
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ISBN 13: 9783659384431
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