Can visual familiarity influence attitudes towards brands? An exploratory study of advergame design and cross-cultural consumer behaviour
Can visual familiarity influence attitudes towards brands? An exploratory study of advergame design and cross-cultural consumer behaviour
This paper aims to investigate the relationship between advergame design, advergame experience and consumer behaviour across cultures. For this purpose, a study was designed to compare and contrast behaviour patterns across Brazilian and British cultures. An advergame (Colheita de Café (CC)), featuring the Fairtrade mark was developed through a semiotics approach. Participants from both Brazil (N = 30) and the UK (N = 34) were invited to play the advergame and answer a questionnaire before and after gameplay. The results indicate that Brazilians felt more familiar with the visual elements incorporated by the advergame when compared to British consumers. Brazilians also had more favourable attitudes towards the brand, suggesting that visual familiarity could influence consumer behaviour. Contrary to our expectations, both Brazilian and British respondents had the same attitudes towards the advergame, showing that visual familiarity did not particularly influence the advergame experience. The main contribution of this paper is the suggestion that visual familiarity could influence consumer behaviour across cultures. We expect that our findings can be used in future research that examines cultural nuances in advergame design.
Advergames, Culture, Brazil, UK, Cross-cultural HCI, Semiotics
194-208
Wanick, Vanissa
d2941cae-269e-4672-b448-8cb93e22e89e
Stallwood, James
51395451-46e8-4433-ae3f-afa8a504b910
Ranchhod, Ashokkumar
4502275c-3dca-4c29-a2cb-3a0356e4de0e
Wills, Gary
3a594558-6921-4e82-8098-38cd8d4e8aa0
1 August 2018
Wanick, Vanissa
d2941cae-269e-4672-b448-8cb93e22e89e
Stallwood, James
51395451-46e8-4433-ae3f-afa8a504b910
Ranchhod, Ashokkumar
4502275c-3dca-4c29-a2cb-3a0356e4de0e
Wills, Gary
3a594558-6921-4e82-8098-38cd8d4e8aa0
Wanick, Vanissa, Stallwood, James, Ranchhod, Ashokkumar and Wills, Gary
(2018)
Can visual familiarity influence attitudes towards brands? An exploratory study of advergame design and cross-cultural consumer behaviour.
Entertainment Computing, 27 (1), .
(doi:10.1016/j.entcom.2018.07.002).
Abstract
This paper aims to investigate the relationship between advergame design, advergame experience and consumer behaviour across cultures. For this purpose, a study was designed to compare and contrast behaviour patterns across Brazilian and British cultures. An advergame (Colheita de Café (CC)), featuring the Fairtrade mark was developed through a semiotics approach. Participants from both Brazil (N = 30) and the UK (N = 34) were invited to play the advergame and answer a questionnaire before and after gameplay. The results indicate that Brazilians felt more familiar with the visual elements incorporated by the advergame when compared to British consumers. Brazilians also had more favourable attitudes towards the brand, suggesting that visual familiarity could influence consumer behaviour. Contrary to our expectations, both Brazilian and British respondents had the same attitudes towards the advergame, showing that visual familiarity did not particularly influence the advergame experience. The main contribution of this paper is the suggestion that visual familiarity could influence consumer behaviour across cultures. We expect that our findings can be used in future research that examines cultural nuances in advergame design.
Text
preprint-Advergame-familiarity-culture-revised-final
- Accepted Manuscript
More information
Accepted/In Press date: 12 July 2018
e-pub ahead of print date: 24 July 2018
Published date: 1 August 2018
Keywords:
Advergames, Culture, Brazil, UK, Cross-cultural HCI, Semiotics
Identifiers
Local EPrints ID: 422911
URI: http://eprints.soton.ac.uk/id/eprint/422911
ISSN: 1875-9521
PURE UUID: 5acb9a67-7bec-469b-b0ee-cea172ba955d
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Date deposited: 07 Aug 2018 16:31
Last modified: 21 Nov 2024 05:03
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Contributors
Author:
James Stallwood
Author:
Ashokkumar Ranchhod
Author:
Gary Wills
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