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

Table 3. Effects of BE on affective responses

Between Subjects Effects

BE

MB

(n = 46)

SB

(n = 46)

F-Value

Sig.

Bra

ADGa

3.76(0.58)

3.51(0.81)

3.98(0.55)

3.33(0.64)

5.358

0.752

0.023*

0.388

* p < .05

Figure 3. Effects of single and multi-brand settings on BRa and ADGa

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International Journal of Gaming and Computer-Mediated Simulations

Volume 11 • Issue 4 • October-December 2019

50

positiveattitudestowardtheadvergame(ADGa)inbothMB(M

high_CL

=3.74,sd=0.72vs.M

low_CL



=3.51,sd=0.82)andSBsettings(M

high_CL

=3.53,sd=0.84vs.M

low_CL

=3.33,sd=0.65)(Figure

4).MANCOVAyieldednon-significantresultsforBRa(F=0.558;p=0.456).Therefore,thedata

analysispartiallysupportedthesecondhypothesis(H2).