The Mere Exposure Effect and In-Game Advertising: Exploring the effectiveness of using video games as an avenue for advertising

Strand, Mary

ISBN 10: 3659384437 / ISBN 13: 9783659384431

Published by LAP LAMBERT Academic Publishing, 2013

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Bibliographic Details

• Title: The Mere Exposure Effect and In-Game Advertising: Exploring the effectiveness of using video games as an avenue for advertising
• Publisher: LAP LAMBERT Academic Publishing
• Publication Date: 2013
• Language: English
• ISBN 10: 3659384437
• ISBN 13: 9783659384431
• Binding: Paperback
• Condition: Like New
• Book Type: book

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Synopsis

This work explores the effectiveness of the use of in-game advertising for persuasion. The theory of Mere Exposure was used to develop the method and frame the data collection and analysis. For purposes of data collection, 143 participants (73 experimental, 70 control) played a video game that was either modified to expose them to an advertisement or left unmodified. Participants then completed questionnaires regarding recall, product liking, game liking, and video game experience. Statistical analysis showed that placing an advertisement within a video game generates recall of the product or brand embedded. The use of in-game ads, however, did not influence liking of the brand. In addition, there was no correlation between recall and level of experience of the participant. Finally, there was no conclusive evidence of a correlation between liking of the game itself, and liking of the product featured in the game.

About the Author

Mary Strand received her MA from California State University, Sacramento in Communication Studies. Having taken up an interest with computer mediated communication and digital media's affect on human interaction, her fascination with the video game as a communication medium was a natural progression. Plus it was an excuse to play more video games.