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

Result 2 – Interaction of Cognitive Load (CL) with Type of BE

AsecondMANCOVAwascarriedouttotesttheeffectofBE(MBsettingvs.SBsetting)andCL

onBRaandADGa.Telepresencewasincludedintheanalysisasthecovariate.Theassumptionsof

MANCOVAweretestedwithLevene’stestofhomogeneityofvariancesanditindicatedthatthedata

demonstratedhomogeneityforbothBRa(F=1.933;p=0.126)andADGa(F=0.391;p=0.760).

Box’sMtestalsopresentedthattheobservedcovariancematricesofthedependentvariableswere

equalacrossgroups(F=2.085;p=0.067).

AccordingtoHypothesis2,itwasexpectedthatahighlevelofCLcreatespositiveattitudes

towardsthebrand(BRa)andadvergame(ADGa)inbothMBandSBsettings.Theresultsyielded

significantdifferencesonlyforADGa(F=7.941;p=0.05)(Table4).HigherCLcreatedmore