Advergame speed influence and brand recall: The moderating effects of brand placement strength and gamers' persuasion knowledge. (October 2016)

• Record Type: Journal Article
• Authors: Vashisht, Devika; Royne, Marla B.
• Is Part Of: Computers in human behavior. Volume 63(2016)
• Page Start: 162
• Page End: 169
• Publication Date: 2016-10
• Subjects: Advergames -- Persuasion knowledge -- Limited capacity model -- Brand placement -- Ad recall; Interactive computer systems -- Periodicals; Man-machine systems -- Periodicals; 004.019
• DOI: 10.1016/j.chb.2016.05.022
• Languages: English
• ISSNs: 0747-5632

Abstract

Abstract: This study explores the effect of advergame speed, brand placement strength and consumers' persuasion knowledge on brand recall from the perspectives of attention and elaboration. Results show that low-speed advergames result in high brand recall as compared to high-speed advergames. A two-way interaction effect between advergame speed and brand placement strength reveals that for a low-speed advergame, a prominent brand placement results in higher brand recall than a subtle brand placement; for a high-speed advergame, there is no difference in brand recall between a prominent brand placement and a subtle brand placement. Further, for a low-speed advergame with prominent brand placement, subjects with high persuasion knowledge report higher brand recall than subjects with low persuasion knowledge. However, for a high-speed advergame with prominent brand placement, there is no difference in brand recall between subjects with high persuasion knowledge and subjects with low persuasion knowledge. Implications are provided. Highlights: Low speed advergames can help in processing an ad when it is more prominently placed. Persuasion knowledge affects recall in low speed/prominent brand placement games. Persuasion knowledge has no effect on recall in high-speed/prominent placement games. Increased persuasion knowledge leads to more serious processing of advertising.