Effects of Product Placement in On-Line Games on Brand Memory: A Perspective of the Limited-Capacity Model of Attention

By Mira Lee, Ronald J. Faber. 2007

444 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/5072e6ccf01f7063ff59b60a899854dc40c9e505

How researchers see this paper

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

In Literature and Literary Theory

1. E. V. van Reijmersdal
2. Nathaniel J. Evans
3. Bartosz W. Wojdynski
4. Esther Rozendaal
5. Moniek Buijzen
6. Virginie Maille
7. Jean M. Brechman
8. Thomas Hainey

In Marketing

1. Bartosz W. Wojdynski
2. Nathaniel J. Evans
3. E. V. van Reijmersdal
4. Esther Rozendaal
5. Moniek Buijzen
6. Virginie Maille
7. Jean M. Brechman
8. Yogesh Kumar Dwivedi

In Sociology and Political Science

1. Bartosz W. Wojdynski
2. Nathaniel J. Evans
3. E. V. van Reijmersdal
4. Esther Rozendaal
5. Moniek Buijzen
6. Thomas Hainey
7. T. Connolly
8. Elizabeth A. Boyle

Citations in the corpus

• The Covert Advertising Recognition and Effects (CARE) model: Processes of persuasion in native advertising and other masked formats (2020, background): “Lee and Faber (2007) found that high involvement with a game affected the relationship between the proximity and congruity of in-game advertisements and participants’ ability to recall or recognize the ads they viewed.”
• Narrative, transportation and advertising (2015, background): “Previous work on brand placement within an audio/visual environment (e.g., television, gaming, film) suggests that placement prominence affects memory positively (Law and Braun 2004; Lee and Faber 2007; Yang and Roskos-Ewoldsen 2007).”
• Effects of Prominence, Involvement, and Persuasion Knowledge on Children's Cognitive and Affective Responses to Advergames (2012, methodology): “For adults, Lee and Faber (2007) showed that brand prominence had no effect on brand recognition among highly involved gamers, whereas prominence had a positive effect on brand recognition among low involved gamers.”
• US Food Company Branded Advergames on the Internet: Children's exposure and effects on snack consumption (2012, unknown): “Not surprisingly, playing advergames increases positive brand attitudes (Winkler & Buckner, 2006; Wise, Bolls, Kim, Venkataraman, & Meyer, 2008) and brand recall (Cauberghe & de Pelsmacker, 2010; Lee & Faber, 2008).”
• Enjoyment of Advergames and Brand Attitudes (2008, background): “Lee and Faber (2007) also propose that for product placement in games, congruity should represent the degree to which the product category of a brand relates to the content of the game.”
• Examining the impact of gamification on intention of engagement and brand attitude in the marketing context (2017, background): “Lee et al. (2005) also found that enjoyment not only directly impacts behavioral intention, but also indirectly influences it through attitude.”
• A systematic literature review of empirical evidence on computer games and serious games (2012, background): “Those playing for more than 4.5 h per day were at particular risk Lee and Faber (2007) To explore the conditions under which product placement in an online game will get noticed and be remembered from a perspective of the limited-capacity model of attention.”
• Perceived Congruence and Incongruence: Toward a Clarification of the Concept, its Formation and Measure (2011, background): “…strong congruence is preferable, the other for which “moderate” incongruence can be more effective.2 Though there are many possible reasons for this divergence, one probably stems from the many different definitions and ways of measuring congruence (Fleck and Quester, 2007; Lee and Faber, 2007).”