How character presence in advergames affects brand attitude and game performance: A cross‐cultural comparison
Journal of Consumer BehaviourPublished 21 October 2015
Yung Kyun Choi, Sukki Yoon, Charles R. Taylor
Citations33
SJR quartileQ1
SJR score1.33
SNIP1.41
Generate an AI Snapshot to get a quick, structured summary of this paper.
Study Snapshot
ObjectiveStudy objective
MethodsResearch methodology
PopulationPopulation studied
Sample sizeSample sizes
OutcomesStudy outcomes here
ResultsStudy results comes here
LimitationsResearch study limitations comes here
A concise AI-generated summary of the paper will appear here once you click Generate AI Snapshot.
Abstract
Abstract Advertising within videogames has grown in importance over the last few years. This research investigates the impact of character presence in advergames on brand attitude and game performance, and how such effects depend on national culture. A total of 130 students participated in an experiment conducted in the US and Korea. Results show that when the featured brand in an advergame was a publicly consumed product, character's presence (vs. absence) had a positive effect on attitude toward the brand and gaming performance, but when the featured brand was a privately consumed product, character's presence had a negative effect on these variables. Furthermore, the emergence of the character–product interaction effect was dependent on national culture. Theoretical and practical implications are provided. Copyright © 2015 John Wiley & Sons, Ltd.
Keywords
Social SciencesArts and Humanities
Journal of Personality and Social PsychologyThe moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations.
72,132 Citations1986Reuben M. Baron, David A. Kenny
Psychological ReviewCulture and the self: Implications for cognition, emotion, and motivation.
20,797 Citations1991Hazel Rose Markus, Shinobu Kitayama
Journal of Applied Social PsychologyExtrinsic and Intrinsic Motivation to Use Computers in the Workplace<sup>1</sup>
6,139 Citations1992Fred D. Davis, Richard P. Bagozzi +1 more
Choice Reviews OnlineThe media equation: how people treat computers, television, and new media like real people and places
4,921 Citations1997
This chapter discusses the media equation, which describes the role media and personality play in the development of a person's identity and aims at clarifying these roles.
Journal of AdvertisingConstruction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness
3,788 Citations1990Roobina Ohanian
Journal of Consumer ResearchThe Persuasion Knowledge Model: How People Cope with Persuasion Attempts
3,575 Citations1994Marian Friestad, Peter Wright
CyberPsychology & BehaviorMotivations for Play in Online Games
2,804 Citations2006Nick Yee
An empirical model of player motivations in online games provides the foundation to understand and assess how players differ from one another and how motivations of play relate to age, gender, usage patterns, and in-game behaviors.
Journal of Consumer ResearchReference Group Influence on Product and Brand Purchase Decisions
1,913 Citations1982William O. Bearden, Michael J. Etzel
American PsychologistCulture, dialectics, and reasoning about contradiction.
1,686 Citations1999Kaiping Peng, Richard E. Nisbett
OmegaIntrinsic and extrinsic motivation in Internet usage
1,333 Citations1999Thompson S.H. Teo, Vivien K. G. Lim +1 more
It was demonstrated that while perceived usefulness had consistently strong effects on all usage dimensions, perceived ease of use and perceived enjoyment affected each specific usage dimension differently.
Trends in Cognitive SciencesThe influence of culture: holistic versus analytic perception
1,069 Citations2005Richard E. Nisbett, Yuri Miyamoto
Playing Video Games : Motives, Responses, and Consequences
1,060 Citations2012Peter Vorderer, Jennings Bryant
Journal of Personality and Social PsychologyAttending holistically versus analytically: Comparing the context sensitivity of Japanese and Americans.
945 Citations2001Takahiko Masuda, Richard E. Nisbett
Proceedings of the National Academy of SciencesCultural variation in eye movements during scene perception
892 Citations2005Hannah Faye Chua, Julie E. Boland +1 more
Eye movements of American and Chinese participants while they viewed photographs with a focal object on a complex background indicated that Americans fixated more on focal objects than did the Chinese, and the Americans tended to look at the focal object more quickly.
Personality and Social Psychology BulletinMeasuring the Affective and Cognitive Properties of Attitudes: Conceptual and Methodological Issues
857 Citations1994Stephen L. Crites, Leandre R. Fabrigar +1 more
Journal of Consumer ResearchIntimate Exchanges: Using Computers to Elicit Self‐Disclosure From Consumers
796 Citations2000Youngme Moon
This investigation examines the dynamics associated with soliciting intimate information from consumers via computers by identifying two factors--reciprocity and sequence--that affect the likelihood that people will reveal intimate information about themselves via a computer.
Journal of Consumer ResearchInvestigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude
753 Citations2002Cristel Antonia Russell
Psychology and MarketingCongruence between spokesperson and product type: A matchup hypothesis perspective
733 Citations1994Michael A. Kamins, Kamal Gupta
Journal of MarketingThe Influence of Avatars on Online Consumer Shopping Behavior
503 Citations2006Martin Holzwarth, Chris Janiszewski +1 more
Computers in Human BehaviorConsumer behavior in online game communities: A motivational factor perspective
488 Citations2005Chin‐Lung Hsu, Hsi‐Peng Lu
Results indicate that customer loyalty is influenced by perceived enjoyment, social norms and preference, and the finding's practical implication suggests that community managers must overcome the problems users encounter, including suffering from an unstable system, malicious players and grief players.
Psychological ScienceCulture and the Physical Environment
441 Citations2006Yuri Miyamoto, Richard E. Nisbett +1 more
Japanese scenes may encourage perception of the context more than American scenes, and provide evidence that culturally characteristic environments may afford distinctive patterns of perception.
Journal of AdvertisingThe Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games
429 Citations2013Ralf Terlutter, Michael L. Capella
The study presents a framework for the analysis of advertising in digital games that distinguishes between stimulus characteristics of the game as well as of the advertising that lead to psychological responses toward the game and the brand and to actual behavior toward thegame and theBrand.
Journal of Advertising ResearchRecall of Brand Placements in Computer/Video Games
426 Citations2002Michelle R. Nelson
Investigation of effectiveness of placing brands in a racing game across two preliminary studies by asking respondents which brand they recalled directly after game-play and at a five month delay finds that game players were readily willing to recall brands.
Journal of AdvertisingMatching Advertising Appeals to Culture: The Influence of Products' Use Conditions
338 Citations1996Zhang Yong, Betsy D. Gelb
Journal of Public Policy & MarketingAn Examination of the Effects of Activating Persuasion Knowledge on Consumer Response to Brands Engaging in Covert Marketing
299 Citations2008Mei‐Ling Wei, Eileen Fischer +1 more
Journal of Consumer ResearchThe Effects of Incidental Ad Exposure on the Formation of Consideration Sets
290 Citations1997Stewart Shapiro, Deborah J. MacInnis +1 more
Journal of Interactive AdvertisingAdvertainment or Adcreep Game Players’ Attitudes toward Advertising and Product Placements in Computer Games
272 Citations2004Michelle R. Nelson, Heejo Keum +1 more
Positive relationships between attitudes toward advertising in general and attitudes toward product placement in games were noted, and each of these was positively related to perceived impact on purchasing behaviors.
Philosophical Transactions of the Royal Society B Biological SciencesPromoting motivation with virtual agents and avatars: role of visual presence and appearance
271 Citations2009Amy L. Baylor
Empirical results of different instantiations of agent presence and appearance are reviewed for both autonomous virtual agents and avatars that represent a user.
Psychology and MarketingImage congruence effects on product evaluations: The role of self-monitoring and public/private consumption
259 Citations1996Timothy R. Graeff
Journal of Marketing ManagementElectronic sports: A new marketing landscape of the experience economy
256 Citations2013Yuri Seo
The paper concludes that companies need to shift their focus away from the aspects of computer games per se, and to move towards the collaborative design and management of eSports experience within the value network of multiple marketing actors, which increasingly charts the landscape of this newly emerged consumption site.
Journal of Consumer CultureBeyond solitary play in computer games: The social practices of eSports
223 Citations2014Yuri Seo, Sang-Uk Jung
This article explores an emerging phenomenon of an organised and competitive approach to computer gaming, referred to as ‘electronic sports’ or ‘eSports’, by offering a novel conceptualisation of eSports as an assemblage of consumption practices.
CyberPsychology & BehaviorHow Avatar Customizability Affects Children's Arousal and Subjective Presence During Junk Food–Sponsored Online Video Games
210 Citations2009Rachel L. Bailey, Kevin Wise +1 more
It is indicated that customization of game avatars can affect both subjective feelings of presence and psychophysiological indicators of emotion during gameplay, which may make the gameplay experience more enjoyable.
Journal of Consumer BehaviourCan advergames boost children's healthier eating habits? A comparison between healthy and non‐healthy food
138 Citations2011Mónica Raquel Gómez Dias, Luísa Agante
A comparison between advergames' food content effects on children's food choices, product liking and nutritional knowledge shows that children tend to choose according to what was being advertised in the game, which indicates that children already have a solid understanding of what are ‘good’ and ‘bad’ foods for their health.
International Journal of Sports Marketing and SponsorshipEffects of celebrity athlete endorsement on attitude towards the product: the role of credibility, attractiveness and the concept of congruence
131 Citations2007Yeung-Jo Kim, June-Hee Na
Computers in Human BehaviorAdvergames and the effects of game-product congruity
130 Citations2010Michelle Gross
The findings indicate that highly congruent games lead to superior memory for the sponsoring brand, however, benefits of these positive memory effects may be negated by the negative attitudes players have toward the highly thematic game for a low-involvement product.
Human Factors The Journal of the Human Factors and Ergonomics SocietySocial Facilitation Effects of Virtual Humans
115 Citations2007Sung Min Park, Richard Catrambone
The results suggest that designers of virtual humans should be mindful about the social nature ofvirtual humans; a design decision as to when and how to present a virtual human should be a deliberate and informed decision.
Journal of Services MarketingOn‐screen characters: their design and influence on consumer trust
110 Citations2006Jiusen Luo, Peter McGoldrick +2 more
The results suggest that the human‐like characters are more likeable, appropriate and trustworthy in general terms, however, when perceived capabilities of OSCs are measured, a mismatch can occur between expectations and capabilities of the human-like Oscs.
Journal of AdvertisingWhen Intrusive Can Be Likable
92 Citations2011Sukki Yoon, Yung Kyun Choi +1 more
Psychology and MarketingOn market mavens and consumer self‐confidence: A cross‐cultural study
92 Citations2006Piotr Chelminski, Robin A. Coulter
Journal of AdvertisingWho Is the Loser When I Lose the Game? Does Losing an Advergame Have a Negative Impact on the Perception of the Brand?
78 Citations2013Celina Steffen, Gunnar Mau +1 more
Journal of Consumer BehaviourReal brands in imaginary worlds: investigating players' experiences of brand placement in digital games
75 Citations2006Mike Molesworth
Growth in in-game brand placement is explained by game developers' financial and creative priorities and experimentation in marketerss' use of media, and the reported experiences of players are considered, suggesting that brands increase realism because it allows individuals to create and explore consumption-based daydreams.
Journal of Consumer BehaviourPlay as co‐created narrative in computer game consumption: The hero's journey in <i>Warcraft III</i>
75 Citations2012Margo Buchanan‐Oliver, Yuri Seo
It is found that the rules of play in computer games can be designed in ways that encourage consumers to co-create meaningful story plots derived from their knowledge of myth andction in Warcraft III.
Psychology and MarketingDo Negative Consumption Experiences Hurt Manufacturers or Retailers? The Influence of Reasoning Style on Consumer Blame Attributions and Purchase Intention
61 Citations2013Sukki Yoon
Games and CultureDigital Play and the Actualization of the Consumer Imagination
58 Citations2007Mike Molesworth, Janice Denegri‐Knott
Journal of AdvertisingAdvertising Creativity in Korea
53 Citations2010Byoung Hee Kim, Sangpil Han +1 more
Journal of Business ResearchOnline game characters' influence on brand trust: Self-disclosure, group membership, and product type
45 Citations2012Yung Kyun Choi, Sukki Yoon +1 more
ePrints Soton (University of Southampton)Adults’ consumption of videogames as imaginative escape from routine
34 Citations2009Mike Molesworth
Journal of Social MarketingSocial marketing communication messages
27 Citations2015Jane McKay‐Nesbitt, Sukki Yoon
Young Consumers Insight and Ideas for Responsible MarketersDeterminants of children's attitudes towards “advergames”: the case of Mexico
13 Citations2008Monica D. Hernandez
Journal of Research in Interactive MarketingFalse recall of brands in advergames: a cross-country comparison
9 Citations2015Monica D. Hernandez, Michael S. Minor
Journal of Interactive AdvertisingDiffusion of Broadband and Online Advertising in Korea
8 Citations2003Choon-ryeol Ryu, Dea-ho Kim +1 more
This research delves into documenting and describing the path Korea has been through in terms of achieving a high penetration rate of broadband diffusion, as it describes what made Korea a number one case for broadband Internet diffusion.
EEP &#x2014; A lightweight emotional model: Application to RPG video game characters
4 Citations2011Luís Pena, Sascha Ossowskí +2 more
This paper presents the Emotional Elicitation Process (EEP), a lightweight emotional model suitable for use in real-time video game environments and illustrates this model by an example from a commercial role-playing game scenario, in which a relatively simple set-up of EEP can produce realistic emotional behaviors consuming few computational resources.