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

Limitations and Future Research

Thisstudyisanattempttoexpandresearchaboutadvergames.However,itcomeswithitslimitations.

ThefirstlimitationofthestudycouldbethewaytheCLwasmanipulated.Theonethatisusedis

provedtobeeffectiveinthestudiesbyShivetal.(2004)andRusselandGrealy(2010).Therecould

beotherwaystomanipulatetheCL.Anddifferentmethodsofmanipulationmayleadtodifferent

results.Also,thesettingoftheexperimentcauseslimitations.Theexperimentwasconductedin

alaboratory.Therespondentstendtobemoreattentiveinalaboratorysetting,andtherearefew

distractions.Reapplyinganexperimentinareal-lifesettingmaychangethefindings.Inthestudy,

themeasuredvariableistheGI,whichisinvestigatedwiththeCL.Manyothervariablesmaybein

interactionwithCL.Flow,brandfamiliarity,exposureduration,etc.,mayyieldfurtherinteraction

effects.Futurestudieswillalsobenefitfromrepeatingtheexperimentwithasampleconsistingof

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