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Size does matter: Effects of in-game advertising stimuli on brand recall and brand recognition

Size does matter: Effects of in-game advertising stimuli on brand recall and brand recognition
Size does matter: Effects of in-game advertising stimuli on brand recall and brand recognition
Rapid growth in the global gaming industry has created substantial opportunities for marketers. The potential and effectiveness of in-game advertising have attracted increasing attention from academics.Drawing on product placement literature, this study explores the influence of size (small, large), order (primacy, recency) and level of absorption (low, high) on consumer memory (brand recall and recognition) of well-known brands placed in a racing game. Using a controlled experiment, 285 participants were recruited to play the sports video game Trackmania 2 Canyon. Results indicate a positive effect of size, but order and level of absorption had no effect on brand recall and brand recognition. In particular, large size brands are recalled and recognised significantly better. Findings offer important implications
for marketers in a global gaming industry that is steadily growing.
in-game advertising , product placement , brand recognition, brand recall, size, memory
0747-5632
311-318
Chaney, Isabella
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Hosany, Sameer
cc2f29d2-5af0-463b-8a68-879267e923ab
Wu, Meng-Shan Sharon
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Chen, Cheng-Hao Steve
fd7f1d55-ca39-4735-ae81-a2fd2aba0963
Nguyen, Bang
ccc255d9-568c-481d-b7f7-914d1664388e
Chaney, Isabella
7d56e2e2-c256-4f5d-99b0-bd5802ea5e58
Hosany, Sameer
cc2f29d2-5af0-463b-8a68-879267e923ab
Wu, Meng-Shan Sharon
7cdea563-a3f1-440a-ac03-bf2d1fdc4cc4
Chen, Cheng-Hao Steve
fd7f1d55-ca39-4735-ae81-a2fd2aba0963
Nguyen, Bang
ccc255d9-568c-481d-b7f7-914d1664388e

Chaney, Isabella, Hosany, Sameer, Wu, Meng-Shan Sharon, Chen, Cheng-Hao Steve and Nguyen, Bang (2018) Size does matter: Effects of in-game advertising stimuli on brand recall and brand recognition. Computers in Human Behavior, 86, 311-318. (doi:10.1016/j.chb.2018.05.007).

Record type: Article

Abstract

Rapid growth in the global gaming industry has created substantial opportunities for marketers. The potential and effectiveness of in-game advertising have attracted increasing attention from academics.Drawing on product placement literature, this study explores the influence of size (small, large), order (primacy, recency) and level of absorption (low, high) on consumer memory (brand recall and recognition) of well-known brands placed in a racing game. Using a controlled experiment, 285 participants were recruited to play the sports video game Trackmania 2 Canyon. Results indicate a positive effect of size, but order and level of absorption had no effect on brand recall and brand recognition. In particular, large size brands are recalled and recognised significantly better. Findings offer important implications
for marketers in a global gaming industry that is steadily growing.

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2018 CHB Final 14 April - Accepted Manuscript
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Accepted/In Press date: 7 May 2018
e-pub ahead of print date: 7 May 2018
Published date: September 2018
Keywords: in-game advertising , product placement , brand recognition, brand recall, size, memory

Identifiers

Local EPrints ID: 420922
URI: http://eprints.soton.ac.uk/id/eprint/420922
ISSN: 0747-5632
PURE UUID: d78f98ad-b4eb-47a6-aad6-6a48d539b011
ORCID for Cheng-Hao Steve Chen: ORCID iD orcid.org/0000-0002-7548-7234

Catalogue record

Date deposited: 18 May 2018 16:30
Last modified: 09 Jan 2022 08:20

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Contributors

Author: Isabella Chaney
Author: Sameer Hosany
Author: Meng-Shan Sharon Wu
Author: Bang Nguyen

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