Article in International Journal of Gaming and Computer-Mediated Simulations · October 019 doi: 10. 4018/ijgcms. 2019100103 citations reads 105 authors: Some of the authors of this publication are also working on these related projects

Figure 2. Lego Speed Champions

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International Journal of Gaming and Computer-Mediated Simulations

Volume 11 • Issue 4 • October-December 2019

47

Measures

Independent Variables

TheCognitiveLoad(CL)Level:ThelevelofCLwasmanipulatedbetweensubjectsashighandlow.

AdvergamesintrinsicallycreateacertainlevelofCLduringgameplay(MorenoandMayer,2005).

Withoutanyadditionalcondition,anadvergamegeneratesalowlevelofCL.Priorresearchhasshown

thataskingplayerstorecallofnumbersisaneffectivewaytomanipulateCL(e.g.,Shivetal.,2004;

RusselandGrealy,2010).Inthisstudy,participantswereaskedtorecalla7-digitnumberfollowing

gameplayforhighCL.Atthebeginningoftheexperimentsessions,twogroupsofparticipants

weregivena7-digitnumber.Theywereinstructedthatattheendofthesessiontheywereaskedto

rememberandwrotedownthatnumber.

TypeofBrandedEntertainment(BE):TomanipulateBEbetweensubjects,thesubjectswere

randomlyassignedtofourgroups.Thefirsttwogroups(onewithhighCL,onewithlowCL)played

theMagnumadvergame(MBsetting),andtheothertwogroups(onewithhighCL,onewithlow

CL)wereexposedtoLegoadvergame(SBsetting).WithintheLegoadvergame,theonlybrandwas

Lego.WithintheMagnumadvergamethereweremanybrandplacements(e.g.,Bing,Bulgari,KLM,

Vespa,etc.)besidesMagnum(themainbrand).

GameInvolvement(GI):GIwasmeasuredwitha5-pointLikertscaleadaptedfromRefianaet

al.(2005).Basedontheanswersreceivedforquestions,thesubjectswereclusteredintohighand

lowGIgroups.

Covariate

Telepresence:Astheexperimentwasconductedinalaboratorysetting,theuseofacovariatewas

required.Telepresencewassetasthecovariate.Itisanantecedentofflow(Refianaetal.,2005),

definedasthestatethatapersonfeelsasifhewaspresentataplaceotherthanhisactuallocation

(Hernandez,2011;Nelsonetal.,2006).AccordingtoSukocoandWu(2011),thepresenceofthe

dimensionsoftelepresence(vividnessandinteractivity)leadstomorepositiveattitudeswhich

aretransferredtothebrandsinthegame(LeeandYoun,2008).Gameinvolvementtogetherwith

telepresencecreatesasenseoftransportation(GohandPing,2014)thatincreasetheentertainment

derivedfromthegamingexperienceandinreturncreatemorefavorableaffectiveresponses(Gohand

Ping,2014;Kimetal.,2017).Therefore,telepresencewasconsideredasthecovariateinthestudy

andmeasuredwitha6-itemscaleadaptedfromRefianaetal.(2005).