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

Interaction of Game Involvement with Cognitive Load

ThefindingssuggestedthatGIisanimportantdeterminingfactorofaffectiveresponsesinbranded

entertainmentsettings.InallhighGIsituations,participantsdemonstratedfavorableattitudesfor

bothBRaandADGa.ThisfindingstatestheimportanceofGIinusinggamesasapromotionaltool

toinfluenceconsumerattitudes.Thisresultisinlinewiththepreviousliterature(VanReijmersdalet

al.,2012;PetersandLeshner,2013;KinardandHartman,2013;VashishtandPillai,2017)suggesting

apositiveinfluenceofGIonconsumers’attitudes.

ThestudyalsodemonstratedimportantfindingsonCLandBE,togetherwithGI.Theempirical

findingsyieldedtheinteractioneffectsofthesethreevariables.CLwasfoundtobeanimportant