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

International Journal of Gaming and Computer-Mediated Simulations

Volume 11 • Issue 4 • October-December 2019

52

Table 5. Effects of BE, GI and CL on affective responses

Levels of Independent Variables

Mean

Between Subjects Effects

CL

BE

GI

F-Value

CL

BE

GI

BRa

High

MB

SB

High(n=44)

Low(n=10)

4.31(0.68)

3.52(0.41)

0.002

8.259*

8.353***

High(n=18)

Low(n=28)

4.15(0.64)

3.31(0.78)

Low

MB

SB

High(n=30)

Low(n=16)

3.96(0.60)

3.38(0.24)

High(n=34)

Low(n=14)

4.04(0.54)

3.83(0.58)

ADGa

High

MB

SB

High(n=44)

Low(n=10)

3.80(0.73)

3.48(0.67)

11.362**

9.011***

9.304***

High(n=18)

Low(n=28)

3.87(0.55)

3.31(0.92)

Low

MB

SB

High(n=30)

Low(n=16)

3.96(0.57)

2.68(0.48)

High(n=34)

Low(n=14)

3.34(0.69)

3.32(0.56)

* p<.05; **p<.01; *** p=.000

Table 6. Interaction effects of IGA, GI and CL

CL*GI

BE*GI

CL*BE*GI

F-Value

Sig.

F-Value

Sig.

F-Value

Sig.

BRa

5.557

0.000

4.827

0.000

9.207

0.000

ADGa

4.687

0.000

3.714

0.000

9.945

0.000

Figure 5. Interaction effects of BE*CL*GI for BRa

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International Journal of Gaming and Computer-Mediated Simulations

Volume 11 • Issue 4 • October-December 2019

53

1.Furthermore,players’attitudesweremorepositivetowardsthemainbrandintheconditionofSB

comparedtoMB.

Previousempiricalevidencesuggeststhatasplayersnoticeabrandwithinagametheirattitudes

becomemorepositive(JaniszewskiandMeyvis,2001).Inthepresenceofasinglebrand,asplayers

playtheadvergame,thebrandisnoticedmoreeasily.Incontrary,inMBconditionmanybrands

arecompetingfortheattention.Asaresult,whenplayersprocessinformationduringplay,their

examinationofdetailsmightnotbeashighasinSBcondition.

Introduction of the Cognitive Load (CL) to the Game Setting

TheintroductionofCLtothegamesettinghaschangedthefindings.HigherlevelofCLinSB

conditioncreatedmorepositiveattitudestowardtheadvergame.Butwhenmultiplebrandsbecome

present,CLlevelscreatenosignificantdifference.Whenattitudetowardthebrandbeingpromoted

wasquestioned,alowCLlevelcausedmorepositiveattitudesatSBsetting,butthesamecouldonly

beachievedbyahighCLlevelatMBsetting.

AtthelowCL,aprominentlyplacedsinglebrandcausedmorepositiveattitudes(Janiszewski

andMeyvis,2001)comparedtoamulti-brandsetting.Aspeoplehavemoreinformationprocessing

capacityatthelowCLatSBsetting,theyaremorelikelytonoticethebrand,assuggestedbylimited

cognitivecapacitytheory.Thisfindingsuggeststhatwhentheaudience’smentalresourcesarenot

occupied,SBsettingsaremorelikelytobesuccessful.

ForMB,astheCLwasincreased,BRaturnedouttobemorepositive.Itcouldstemfromaffect

transfer(FiskeandPavelchak,1986).AstheCLonplayersincreased,theyrelymoreonheuristic-

drivenprocessing,whichleadstoanincreasedaffecttransfer(Yoonetal.,2011).Apositiveattitude

towardsone(ormore)brand(s)inthegamecouldbetransferredtothemainbrandinanadvergame.

AttheSBsetting,theresultofthefirststudyalreadyrevealedthatplayershavepositiveattitudes

towardthecentralbrand.ItledtotheconclusionthatthispositiveattitudewastransferredtotheBE

itselfatthehighCLcondition.