The DOI matches its Crossref record; 54 of the 54 references it cites were found in a registry or an index.
Effects of Product Placement in On-Line Games on Brand Memory: A Perspective of the Limited-Capacity Model of Attention
Abstract
This study explores the conditions under which product placement in an on-line game will get noticed and be remembered from a perspective of the limited-capacity model of attention. Results show that the location of brand messages in the game (referred to here as proximity), game involvement, and prior game-playing experience interact to influence brand memory. Although experienced players in the moderate-involvement condition recognize focal brands better than the peripheral brands, the recognition superiority of the focal brands over the peripheral brands disappears when experienced players' involvement is high. The interaction between proximity and game involvement does not emerge for inexperienced players, however. Findings also demonstrate that the degree of congruity between the product category of a brand and game content influences brand memory such that highly incongruent brands are better recalled than either moderately incongruent brands or highly congruent brands. Implications for researchers are also discussed.
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Cited by
A systematic literature review of empirical evidence on computer games and serious games
Connolly, T. M., Boyle, E. A., MacArthur, E., Hainey, T., & Boyle, J. M. (2012) · Computers & Education · doi:10.1016/j.compedu.2012.03.004 · Cited by 2,890
Hwang, K., & Zhang, Q. (2018) · Computers in Human Behavior · doi:10.1016/j.chb.2018.05.029 · Cited by 639
Terlutter, R., & Capella, M. L. (2013) · Journal of Advertising · doi:10.1080/00913367.2013.774610 · Cited by 447
Metadata
- Authors
- Lee, M., & Faber, R. J.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 2007-12
- Volume
- 36
- Issue
- 4
- Pages
- 75-90
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W1993793372
- Cited by
- 422
- References
- 54
- FWCI
- 27.18
- Type
- journal article
- Language
- en
- Open access
- closed
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- Lee, M., & Faber, R. J. (2007). Effects of Product Placement in On-Line Games on Brand Memory: A Perspective of the Limited-Capacity Model of Attention. Journal of Advertising. https://doi.org/10.2753/joa0091-3367360406
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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