How Advergame Content Influences Explicit and Implicit Brand Attitudes: When Violence Spills Over

Well-liked advergames foster favorable brand attitudes. Research has been conducted on games where the content offers positive associations (e.g., racing: speed) that may transfer to the brand. Yet games may offer negative associations (e.g., combat: violence). Using the affect transfer and associat...

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Bibliographic Details
Published in:Journal of advertising 2013-04, Vol.42 (2-3), p.155-169
Main Authors: Waiguny, Martin K.J., Nelson, Michelle R., Marko, Bernhard
Format: Article
Language:English
Subjects:
Advertising
Attitudes
Brand identification
Brand image
Brands
Computer & video games
Experimental methods
Games
Influence
Online advertising
Social networks
Studies
U.S.A
Variance analysis
Video game advertising
Violence
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Summary:Well-liked advergames foster favorable brand attitudes. Research has been conducted on games where the content offers positive associations (e.g., racing: speed) that may transfer to the brand. Yet games may offer negative associations (e.g., combat: violence). Using the affect transfer and associative-propositional evaluation models, we test the influence of game content (combat, racing) on implicit and explicit brand attitudes. Results of an experiment showed that negative content resulted in less favorable attitudes toward the game and the implicit (unfamiliar) brand attitudes. The relationship between content and explicit attitude toward the brand was mediated by attitude toward the game.
ISSN:0091-3367
1557-7805
DOI:10.1080/00913367.2013.774590