Title: The effect of nature of online advergames on gamers' ad-persuasion: moderating roles of game-involvement and need for cognition

Authors: Devika Vashisht; S. Sreejesh

Addresses: Marketing & Strategy, IBS Hyderabad, IFHE University, Donthanapalli, Hyderabad, Telangana 501203, India ' Marketing & Strategy, IBS Hyderabad, IFHE University, Donthanapalli, Hyderabad, Telangana 501203, India

Abstract: This experimental study examines the effects of nature of advergame, game-involvement and need for cognition on gamers' ad-persuasion from attention and elaboration perspectives. A 2 (nature of game) × 2 (game-involvement) × 2 (need for cognition) between-subject measures design is used. Results show that for a slow-paced advergame, low game-involvement results in higher ad-persuasion than high game-involvement, whereas for a fast-paced advergame, there is no difference in ad-persuasion between high and low game-involvements. Also, for a slow-paced advergame with low game-involvement, subjects with high need for cognition report higher ad-persuasion than subjects with low need for cognition. These findings suggest to game developers and advertisers who design advergames to consider a right mix of multiple game features (speed, game-involvement and need for cognition) within a single advergame so that the implementation has the strongest positive impact on gamers' ad-persuasion.

Keywords: advergames; ad-persuasion; game involvement; cognition; online advertising; brand placement; game design.

DOI: 10.1504/IJIMA.2016.080165

International Journal of Internet Marketing and Advertising, 2016 Vol.10 No.3, pp.171 - 185

Accepted: 03 Apr 2016
Published online: 02 Nov 2016 *

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