The Effects of Psychobiological Motivational Traits on Memory of In‐Game Advertising Messages. Issue 1 (January 2016)

• Record Type: Journal Article
• Authors: Sparks, Johnny V.; Chung, Sungwon
• Is Part Of: Psychology & marketing. Volume 33:Issue 1(2016)
• Page Start: 60
• Page End: 68
• Publication Date: 2016-01
• Subjects: Marketing -- Psychological aspects -- Periodicals; Motivation research (Marketing) -- Periodicals; Marketing -- Aspect psychologique -- Périodiques; Motivation, Études de (Marketing) -- Périodiques; 658.80019
• DOI: 10.1002/mar.20840
• Languages: English
• ISSNs: 0742-6046

Abstract

ABSTRACT: This study examined the influence of psychobiological motivational traits related to individual approach and avoidance tendencies on cognitive processing of in‐game advertising. Participants played a custom‐built video game containing billboard advertisements. After playing the game, participants' approach, positivity offset (PO), and avoidance, negativity bias (NB), traits were measured using the motivation activation measure (MAM). Recognition and recall memory were greater for high PO and low NB trait individuals. The findings of this study imply that advertising in first‐person‐shooter (FPS) video games may be most effective when targeting individuals with simultaneously high PO and low NB, risk takers, but least effective for those with low PO and high NB, risk avoiders.