| International Journal of Gaming and Computer-Mediated Simulations
Volume 11 • Issue 4 • October-December 2019
Copyright©2019,IGIGlobal.CopyingordistributinginprintorelectronicformswithoutwrittenpermissionofIGIGlobalisprohibited.
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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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