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Advergames and meaningful experiences: towards a conceptual framework for contextual advergames for cross-cultural consumer behaviour

Advergames and meaningful experiences: towards a conceptual framework for contextual advergames for cross-cultural consumer behaviour
Advergames and meaningful experiences: towards a conceptual framework for contextual advergames for cross-cultural consumer behaviour
This is a conceptual paper based on the influence of culture in marketing and advertising strategies, involving advergames in cross-cultural consumer behaviour. The power of games as engaging activities has been utilized in order to encourage people to perform different tasks, opening a new paradigm for advertising and marketing in the global market. As this influence emerges in the context of global culture, it is necessary to understand the impact of games utilized for advertising purposes across different cultures. This paper synthesises current thinking in advergaming with cultural issues for cross-cultural design and cross-cultural consumer behaviour, focusing on advergaming design and questioning aspects related to content, form and user interface. For that, we provide a conceptual framework for advergames that could combine contextual experiences and embed cross-cultural consumer behaviour, considering all the affordances of the advergame. The framework for Contextual Advergames for Cross-Cultural Consumer Behaviour (CACCCB) merges elements such as content, culture, context and consumer needs and values, underlining the importance of each component of the advergame design in this scenario. The value of this paper lies in the establishment of a framework that could be employed to resolve global management of cultural variations for applications involving games in advertising, marketing and brand management.
cross-cultural design, cross-cultural advergames, cross-cultural consumer behaviour, contextual design, culture
Wanick Vieira, Vanissa
d2941cae-269e-4672-b448-8cb93e22e89e
Ranchhod, Ashokkumar
4502275c-3dca-4c29-a2cb-3a0356e4de0e
Wills, Gary
3a594558-6921-4e82-8098-38cd8d4e8aa0
Wanick Vieira, Vanissa
d2941cae-269e-4672-b448-8cb93e22e89e
Ranchhod, Ashokkumar
4502275c-3dca-4c29-a2cb-3a0356e4de0e
Wills, Gary
3a594558-6921-4e82-8098-38cd8d4e8aa0

Wanick Vieira, Vanissa, Ranchhod, Ashokkumar and Wills, Gary (2014) Advergames and meaningful experiences: towards a conceptual framework for contextual advergames for cross-cultural consumer behaviour. At 4th INTERREG Conference 4th INTERREG Conference: "Global Culture and Creativity: from Design to Innovation and Enterprise?", Winchester, United Kingdom. 06 - 07 Nov 2014. 23 pp.

Record type: Conference or Workshop Item (Paper)

Abstract

This is a conceptual paper based on the influence of culture in marketing and advertising strategies, involving advergames in cross-cultural consumer behaviour. The power of games as engaging activities has been utilized in order to encourage people to perform different tasks, opening a new paradigm for advertising and marketing in the global market. As this influence emerges in the context of global culture, it is necessary to understand the impact of games utilized for advertising purposes across different cultures. This paper synthesises current thinking in advergaming with cultural issues for cross-cultural design and cross-cultural consumer behaviour, focusing on advergaming design and questioning aspects related to content, form and user interface. For that, we provide a conceptual framework for advergames that could combine contextual experiences and embed cross-cultural consumer behaviour, considering all the affordances of the advergame. The framework for Contextual Advergames for Cross-Cultural Consumer Behaviour (CACCCB) merges elements such as content, culture, context and consumer needs and values, underlining the importance of each component of the advergame design in this scenario. The value of this paper lies in the establishment of a framework that could be employed to resolve global management of cultural variations for applications involving games in advertising, marketing and brand management.

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Submitted date: 7 November 2014
Published date: November 2014
Venue - Dates: 4th INTERREG Conference: "Global Culture and Creativity: from Design to Innovation and Enterprise?", Winchester, United Kingdom, 2014-11-06 - 2014-11-07
Keywords: cross-cultural design, cross-cultural advergames, cross-cultural consumer behaviour, contextual design, culture
Organisations: Electronics & Computer Science, Winchester School of Art

Identifiers

Local EPrints ID: 371789
URI: https://eprints.soton.ac.uk/id/eprint/371789
PURE UUID: 0c4ff217-1c14-4d3a-a4e3-275e9df58857
ORCID for Vanissa Wanick Vieira: ORCID iD orcid.org/0000-0002-6367-1202
ORCID for Ashokkumar Ranchhod: ORCID iD orcid.org/0000-0003-4269-8825
ORCID for Gary Wills: ORCID iD orcid.org/0000-0001-5771-4088

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Date deposited: 18 Nov 2014 15:34
Last modified: 06 Jun 2018 13:03

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Author: Gary Wills ORCID iD

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