Modelling the dimensionality effects on brand placement effectiveness in stereoscopic 3-D versus 2-D sports games. Issue 6 (2nd November 2018)

• Record Type: Journal Article
• Authors: Yim, Mark Yi-Cheon; Abdourazakou, Yann; Sauer, Paul L.; Park, Sun-Young
• Is Part Of: International journal of advertising. Volume 37:Issue 6(2018)
• Page Start: 958
• Page End: 983
• Publication Date: 2018-11-02
• Subjects: Dimensionality -- brand placement -- sports involvement -- stereoscopic 3-D; Advertising -- Periodicals; 659.105
• DOI: 10.1080/02650487.2017.1347366
• Languages: English
• ISSNs: 1759-3948

Abstract

ABSTRACT: This current study explores how stereoscopic three-dimensional (3-D) dimensionality affects the process by which viewers' memory of brand names embedded in a soccer game is formed compared to the memory process in traditional 2-D display. To this end, we conduct two studies: a qualitative observation using an eye tracker; and an experiment to identify the difference and similarity of the viewing process across these two display technologies. Statistical test results reveal that sports involvement enhances viewers' attention to a sports game, which is moderated by game enjoyment and negative viewing experience generated from the media features. Most importantly, it is found that as viewers pay more attention to a sports game in stereoscopic 3-D display, they are less likely to remember the brands embedded in the stadium, while the opposite is found in 2-D display. More findings and implications are discussed in the discussion section.