TY - JOUR
T1 - Size does matter
T2 - Effects of in-game advertising stimuli on brand recall and brand recognition
AU - Chaney, Isabella
AU - Hosany, Sameer
AU - Wu, Meng-Shan Sharon
AU - Chen, Cheng-Hao Steve
AU - Nguyen, Bang
PY - 2018/9
Y1 - 2018/9
N2 - Rapid growth in the global gaming industry has created substantial opportunities for marketers. The potential and effectiveness of in-game advertising have attracted increasing attention from academics. Drawing on product placement literature, this study explores the influence of size (small, large), order (primacy, recency) and level of absorption (low, high) on consumer memory (brand recall and recognition) of well-known brands placed in a racing game. Using a controlled experiment, 285 participants were recruited to play the sports video game Trackmania 2 Canyon. Results indicate a positive effect of size, but order and level of absorption had no effect on brand recall and brand recognition. In particular, large size brands are recalled and recognised significantly better. Findings offer important implications for marketers in a global gaming industry that is steadily growing.
AB - Rapid growth in the global gaming industry has created substantial opportunities for marketers. The potential and effectiveness of in-game advertising have attracted increasing attention from academics. Drawing on product placement literature, this study explores the influence of size (small, large), order (primacy, recency) and level of absorption (low, high) on consumer memory (brand recall and recognition) of well-known brands placed in a racing game. Using a controlled experiment, 285 participants were recruited to play the sports video game Trackmania 2 Canyon. Results indicate a positive effect of size, but order and level of absorption had no effect on brand recall and brand recognition. In particular, large size brands are recalled and recognised significantly better. Findings offer important implications for marketers in a global gaming industry that is steadily growing.
U2 - 10.1016/j.chb.2018.05.007
DO - 10.1016/j.chb.2018.05.007
M3 - Article
SN - 0747-5632
VL - 86
SP - 311
EP - 318
JO - Computers in Human Behavior
JF - Computers in Human Behavior
ER -