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

dISCUSSIoN ANd IMPLICATIoNS

Toadvancetheresearchstreamandtoaddressquestionsrelatedtotheadvertisingeffects,thepresent

studyinvestigatedthedifferentattitudescreatedbyadvergames.Thestudyparticularlyfocusedon

comparinggameplayers’attitudebasedonthelevelofGIandCLwiththetypeofBE,whileapplying

dualtheoriesofpersuasion.

The Effect of SB and MB on Affective Responses

ThefirststudycomparedMBandSBonattitudetowardsthemainbrand(BRa)andattitudetowards

advergame(ADGa).Theresultindicatedthathavingmultiplebrandsintegratedintothegame(MB)

oronlyonebrand(SB)affectedonlyBRa,butnotADGa,whichledtoapartialsupportofHypothesis

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