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Cultural persuasive affordances in advergaming design across cultures: a conceptual model

Cultural persuasive affordances in advergaming design across cultures: a conceptual model
Cultural persuasive affordances in advergaming design across cultures: a conceptual model
This paper presents a discussion on across-cultural design and persuasive gaming, particularly for advertising purposes. The concept of advergaming is related to the integration of the brand attributes and the creation of persuasive messages inside the advergame. From a design perspective, aspects that are part of persuasive design across cultures are examined. Following this, a conceptual framework with the integration of cultural persuasive affordances that could be considered in studies involving persuasion, gaming, branding and cross-cultural consumer behavior is presented
978-1-4503-3948-3/15/09
63-68
Wanick Vieira, Vanissa
d2941cae-269e-4672-b448-8cb93e22e89e
Ranchhod, Ashok
4502275c-3dca-4c29-a2cb-3a0356e4de0e
Wills, Gary
3a594558-6921-4e82-8098-38cd8d4e8aa0
Wanick Vieira, Vanissa
d2941cae-269e-4672-b448-8cb93e22e89e
Ranchhod, Ashok
4502275c-3dca-4c29-a2cb-3a0356e4de0e
Wills, Gary
3a594558-6921-4e82-8098-38cd8d4e8aa0

Wanick Vieira, Vanissa, Ranchhod, Ashok and Wills, Gary (2015) Cultural persuasive affordances in advergaming design across cultures: a conceptual model. At AcademicMindTrek '15 AcademicMindTrek '15, Tampere, Finland. 22 - 24 Sep 2015. pp. 63-68. (doi:10.1145/2818187.2818293).

Record type: Conference or Workshop Item (Paper)

Abstract

This paper presents a discussion on across-cultural design and persuasive gaming, particularly for advertising purposes. The concept of advergaming is related to the integration of the brand attributes and the creation of persuasive messages inside the advergame. From a design perspective, aspects that are part of persuasive design across cultures are examined. Following this, a conceptual framework with the integration of cultural persuasive affordances that could be considered in studies involving persuasion, gaming, branding and cross-cultural consumer behavior is presented

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Published date: 24 September 2015
Venue - Dates: AcademicMindTrek '15, Tampere, Finland, 2015-09-22 - 2015-09-24
Organisations: Electronics & Computer Science, Winchester School of Art

Identifiers

Local EPrints ID: 383551
URI: https://eprints.soton.ac.uk/id/eprint/383551
ISBN: 978-1-4503-3948-3/15/09
PURE UUID: 7b541c6d-129b-47d8-b78d-d012072b5e85
ORCID for Vanissa Wanick Vieira: ORCID iD orcid.org/0000-0002-6367-1202
ORCID for Ashok 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: 26 Nov 2015 14:33
Last modified: 06 Jun 2018 13:03

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Author: Ashok Ranchhod ORCID iD
Author: Gary Wills ORCID iD

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