The University of Southampton
University of Southampton Institutional Repository

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
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
1875-9521
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
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), 194-208. (doi:10.1016/j.entcom.2018.07.002).

Record type: Article

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
Download (810kB)

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
ORCID for Vanissa Wanick: 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

Catalogue record

Date deposited: 07 Aug 2018 16:31
Last modified: 18 Feb 2021 17:31

Export record

Altmetrics

Contributors

Author: Vanissa Wanick ORCID iD
Author: James Stallwood
Author: Ashokkumar Ranchhod ORCID iD
Author: Gary Wills ORCID iD

University divisions

Download statistics

Downloads from ePrints over the past year. Other digital versions may also be available to download e.g. from the publisher's website.

View more statistics

Atom RSS 1.0 RSS 2.0

Contact ePrints Soton: eprints@soton.ac.uk

ePrints Soton supports OAI 2.0 with a base URL of http://eprints.soton.ac.uk/cgi/oai2

This repository has been built using EPrints software, developed at the University of Southampton, but available to everyone to use.

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive cookies on the University of Southampton website.

×