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

Research Question:DoesGIchangetheeffectofCLandBE(MBvs.SB)onaffectiveresponses

oftheplayers?Andifyes,inwhichway?

METHodoLoGy

Method

Design.Anexperimentwitha2(cognitiveload(CL):highvs.low)×2(typeofbrandedentertainment

(BE):SBvs.MB)×2(gameinvolvement(GI):highvs.low)between-subjectsfactorialdesign

wasconductedinthecurrentstudytoexaminetheeffectsofCL,BEandGIonattitudestowards

thebrand(BRa)andadvergame(ADGa).

Experimental Stimuli.Duringtheexperimenttoobtainasatisfactorylevelofexternalvalidity,andto

addrealismtotheexperiment,twoweb-based,existingadvergameswereusedastheexperimental

stimuli.Afterreviewingasetofdifferentadvergamesthatweremadeavailableonlinebyknown

brands,MagnumPleasureHuntII(Figure1)forMBandLegoSpeedChampions(Figure2)for

SBwerechosen.Thesetwogameswereselected,because:

◦ Althoughtheyarebothadvergames,Magnumgameispromotingotherbrands(MB).

◦ Theyweresimpleandeasytoplay.

Figure 1. Magnum Pleasure Hunt II

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International Journal of Gaming and Computer-Mediated Simulations

Volume 11 • Issue 4 • October-December 2019

46

◦ Thechallengeswereeasytoaccomplishbyeveninexperiencedplayers.

◦ Theinstructionswereeasytofollow.

TheprimarymissioninMagnumgamewastocollectpointsbypickingupsmallMagnum

chocolateicecreams.TheLegoSpeedChampionsgamerequiredtheuseofkeyboardarrowsonly

andthechallengewastowintherace.