The Effectiveness of "in-Game" Advertising: Comparing College Students' Explicit and Implicit Memory for Brand Names

By Moonhee Yang, David Roskos-Ewoldsen, Lucian F. Dinu, Laura M. Arpan. 2006

268 citations recorded by the source corpus.

Subfields: Experimental and Cognitive Psychology, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/2b664b6dbd1c528f6e68c07403f8d02c5785fb14

How researchers see this paper

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

In Experimental and Cognitive Psychology

1. David Roskos-Ewoldsen
2. Peter Vorderer
3. Glenn Leshner
4. Moonhee Yang

In Marketing

1. Glenn Leshner
2. S. Peters
3. M. Capella
4. Ralf Terlutter
5. David Roskos-Ewoldsen
6. Moonhee Yang
7. Joaquín Aldás-Manzano
8. J. Martí-Parreño

In Sociology and Political Science

1. Glenn Leshner
2. S. Peters
3. Peter Vorderer
4. Moonhee Yang
5. David Roskos-Ewoldsen
6. Dorothée Hefner
7. Christoph Klimmt
8. Joaquín Aldás-Manzano

Citations in the corpus

• Mitigating the Effects of Advergames on Children (2011, background): “Thus, the interactivity may often interfere with memory of the featured brand (Liu and Shrum 2002; Yang et al. 2006), and higher immersion interferes with players’ recall for brands featured in the game (Grigorovici and Constantin 2004).”
• The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games (2013, background): “Similar to product placements in movies, game providers offer slots to advertisers who can include their brand or product in the game (Yang et al. 2006).”
• Product Placement in Video Games: The Effect of Brand Familiarity and Repetition on Consumers’ Memory (2017, background): “These drivers include brand congruence (Nelson 2002; Peters and Leshner 2013), type of placement (Grigorovici and Constantin 2004), video game genre (Yang et al. 2006), proximity (Lee and Faber 2007; Peters and Leshner 2013), arousal (Yoon and Vargas 2013), and game difficulty level (Herrewijn and P”
• The Effectiveness of Brand Placements in the Movies: Levels of Placements, Explicit and Implicit Memory, and Brand-Choice Behavior (2007, background): “Likewise, a study of exposure to the brand names while playing a video game found that exposure to the brand name did influence the participants’ performance on a word fragment completion test (Yang et al., 2006).”
• 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): “In fact, what is known about the particular effects advergaming has on gamers’ memory for the brand, attitude toward the brand, and purchase behavior leaves much to be desired (Yang et al. 2006).”
• Identification With Video Game Characters as Automatic Shift of Self-Perceptions (2010, methodology): “Research on other domains of video game impact, including learning from “serious games” (Peng, 2008; Ritterfeld et al, 2009) or persuasion through interactive in-game-advertising ( Yang, Roskos-Ewoldsen, Dinu, & Arpan, 2006 ) may also benefit from an application of the proposed identification model.”
• Enjoyment of Advergames and Brand Attitudes (2008, background): “Researchers also have suggested that these features may weaken memory for in-game advertising by increasing demand for cognitive resources (Yang et al. 2006).”