The effect of nature of online advergames on gamers' ad-persuasion : moderating roles of game-involvement and need for cognition/ created by Devika Vashisht and S. Sreejesh

By:

Vashisht, Devika [author]

Contributor(s):

Sreejesh, S [co author]

Material type: Text

TextSeries: International journal of internet marketing and advertising ; Volume 10, number 3Geneva : Inderscience, 2016Content type:

text

Media type:

unmediated

Carrier type:

volume

ISSN:

14775212

Subject(s):

Advergames -- Ad-persuasion -- Game-involvement

LOC classification:

HF5415.1265 INT

Online resources:

Click here to access online

Abstract: This experimental study examines the effects of nature of advergame, game-involvement and need for cognition on gamers' ad-persuasion from attention and elaboration perspectives. A 2 (nature of game) × 2 (game-involvement) × 2 (need for cognition) between-subject measures design is used. Results show that for a slow-paced advergame, low game-involvement results in higher ad-persuasion than high game-involvement, whereas for a fast-paced advergame, there is no difference in ad-persuasion between high and low game-involvements. Also, for a slow-paced advergame with low game-involvement, subjects with high need for cognition report higher ad-persuasion than subjects with low need for cognition. These findings suggest to game developers and advertisers who design advergames to consider a right mix of multiple game features (speed, game-involvement and need for cognition) within a single advergame so that the implementation has the strongest positive impact on gamers' ad-persuasion.

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Holdings
Item type	Current library	Call number	Vol info	Status	Notes	Date due	Barcode
Journal Article	Main Library - Special Collections	HF5415.1265 INT (Browse shelf(Opens below))	Vol. 10, no.3 (pages 171-185)	Not for loan	For in house use only

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This experimental study examines the effects of nature of advergame, game-involvement and need for cognition on gamers' ad-persuasion from attention and elaboration perspectives. A 2 (nature of game) × 2 (game-involvement) × 2 (need for cognition) between-subject measures design is used. Results show that for a slow-paced advergame, low game-involvement results in higher ad-persuasion than high game-involvement, whereas for a fast-paced advergame, there is no difference in ad-persuasion between high and low game-involvements. Also, for a slow-paced advergame with low game-involvement, subjects with high need for cognition report higher ad-persuasion than subjects with low need for cognition. These findings suggest to game developers and advertisers who design advergames to consider a right mix of multiple game features (speed, game-involvement and need for cognition) within a single advergame so that the implementation has the strongest positive impact on gamers' ad-persuasion.

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