Hispanic Attitudes Toward Advergames

By Monica D. Hernandez, Sindy Chapa, Michael S. Minor, Cecilia Maldonado, Fernando Barranzuela. 2004

96 citations recorded by the source corpus.

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games (2013, background): “The level of fit between brand and game has been demonstrated to be of high relevance for the effectiveness of advertising in digital games (e.g., Hernandez et al. 2004; Wise et al. 2008; see in more detail the section on congruity of brand and game later in this article).”
Get in the Game: The Effects of Game-Product Congruity and Product Placement Proximity on Game Players’ Processing of Brands Embedded in Advergames (2013, background): “…does not interrupt the game players’ goals from being accomplished within the game, allowing for successful cognitive allocation to occur, the players are less inclined to develop negative feelings toward the brand (Hernandez et al. 2004); thus, the desired emotional responses are likely to follow.”
Entertainment matters! The relationship between challenge and persuasiveness of an advergame for children (2012, background): “Previous academic research on advergames has focused on acceptance of and the attitude toward these games (Hernandez 2008; Hernandez et al. 2004; Winkler and Buckner 2006; Youn and Lee 2005), different forms and content (Lee et al. 2009; Lee and Youn 2008; Moore and Rideout 2007), and the…”