The effects of happiness types and happiness congruity on game app advertising and environments

• Published in: Electronic commerce research and applications 2016-11, Vol.20, p.1-14
• Main Authors: Chou, Hsuan-Yi, Wang, Shaojung Sharon
• Format: Article
• Language: English
• Subjects: Advertising; Advertising effects; Colors; Computer & video games; Congruity; Electronic commerce; Game apps; Games; Happiness; Incentives; Mobile advertising; Studies; Young adults
• ISSN: 1567-4223; 1873-7846
• DOI: 10.1016/j.elerap.2016.09.001

•This study proves the happiness effects in mobile gameplay context for young adults.•Advertising excited- (vs. calm-) happiness game apps leads to better ad effects.•Ads embedded in calm- (vs. excited-) happiness contexts generate better ad effects.•Ad background colors and incentives moderate the ad effects of happiness congruity.•Red backgrounds (vs. gray and blue) and promotional incentives have better ad effects. While gameplay experience is a multi-dimensional and multi-layered concept depending on game genres and players, one of the major motivations to play is the pursuit of happiness. This study distinguishes games of different happiness types and explores the advertising effects on young adults that resulted from multiple sources. They include: the happiness expected from advertised game apps; the happiness experienced when playing games with embedded ads; and the happiness congruity between game app advertising and environments. The effects of ad background colors and promotional incentives are also examined. Experimental results reveal that: advertising excited-happiness game apps and ads embedded in calm-happiness game app environments lead to better advertising effects; happiness incongruity generates higher intention to play the experimental game again; ad background colors and the presence of promotional incentives moderate happiness congruity effects; and red backgrounds (versus gray and blue) and incentives generate better attitudinal responses and click intentions.