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



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International Journal of Gaming and Computer-Mediated Simulations

Volume 11 • Issue 4 • October-December 2019



Copyright©2019,IGIGlobal.CopyingordistributinginprintorelectronicformswithoutwrittenpermissionofIGIGlobalisprohibited.





42

Effects of Cognitive Load and Game 

Involvement on Affective Responses 

in Branded Entertainment

Ayşegül Sağkaya Güngör, Istanbul Medeniyet University, Istanbul, Turkey

 https://orcid.org/0000-0003-3740-7456

Tuğce Ozansoy Çadırcı, Yıldız Technical University, Istanbul, Turkey



ABSTRACT

Thepurposeofthisstudyistoinvestigatetheeffectsofcognitiveloadandgameinvolvementon

consumers’affectiveresponseswhilecomparingsingleandmulti-brandsettingsinadvergames.

Anexperimentwasconductedtostudythedifferencesbetweensingleandmulti-brandsettingsat

differentlevelsofcognitiveload,withtheinteractionofgameinvolvement.Resultsshowedthat

althoughtherewasnosignificantattitudedifferencetowardssingleandmulti-brandsettingsin

advergames,theplayers’attitudetowardsthemainbrandismorepositiveinasinglebrandsetting.

Second,differentlevelsofcognitiveloadaffectattitudetowardsthemainbrandbothinsingleand

multi-brandsettings,buttheattitudechangeisobservedonlyinsinglebrandsettingathighcognitive

load.Theresultsofthethirdanalysisyieldedthatgameinvolvementalongwithhighcognitiveload

affectsallattitudespositively.

KEywoRdS

Advergames, Affective Responses, Attitudes, Branded Entertainment, Cognitive Load, Game Involvement, 

Multi-brand Settings, Single-Brand Settings

INTRodUCTIoN

Movies are the media of the last century; games are the media of the new millennium. (Executive, 

Electronics Arts)

Asconsumersspendmoretimeonlineforshopping,entertainmentandresearch;traditional

onlinetactics,likebanners,becomelesseffective.Asaresult,marketersarelookingforaninteractive

environmentwiththepromiseofhigherengagement(GohandPing,2014),whichinreturnisexpected

toincreasetheeffectivenessofadvertising(CalderandMalthouse,2012;Calderetal.,2009).This

formofadvertisinginitsbroadesttermiscalled“brandedentertainment”(BE).Themainideabehind

BEistoattracttheattentionoftheaudiencewiththegameandconveythepromotionalmessagewhile

theplayerishavingfun.AdvergamesareanotherformofBE.Advergamesare“computergames





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