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

Volume 11 • Issue 4 • October-December 2019

45

(limitedcognitiveresponses).However,whentheaffectiveresponsesareinquestion,studiesdiscovered

thattheenjoymentfeltduringthegameandthedegreeofinvolvementintheexperiencecanproduce

morepositiveaffectiveresponses(e.g.,StarbuckandWebster,1991;SandelandsandBuckner,1989).

NakamuraandCsikszentmihalyi(2002)foundthatifagametakestheplayerintotheflowstate,the

stateoftheplayerbecomeshighlypositiveandpleasing.Whenthebrandisassociatedwithapositive

experience,itisassumedtoinfluencethebrandattitudepositivelythroughaffecttransfer(Fiskeand

Pavelhack,1986).Involvementbyinducingtheattentionoftheplayersisalsoexpectedtocreate

higherlevelsofengagementwiththeadmessage(Wang,2006;Kimetal.,2015).

Advergamesaredesignedtocreateaninvolvingexperience.Themainaimistoimmersethe

playerinthegamewithchallengesandrewards,meanwhilehavingtheplayertorememberthe

brand.Combiningthepreviousempiricalfindingswithdual-processtheoriesofpersuasion;itseems

reasonabletostatethatastheplayerfeelsenjoymentduringthegame,she/hewillbeinvolvedinthe

game.Thispositiveexperienceistransferredtothebrand(s).However,thereisnoempiricalevidence

investigatingtheinteractionofGIwithCLonaffectiveresponsestoabrand.Thus,thefollowing

researchquestionisdeveloped.