Advergame speed influence and brand recall: The moderating effects of brand placement strength and gamers’ persuasion knowledge |
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| Affiliation: | 1. Department of Marketing, Ball State University, WB 318, Miller College of Business, 2000 W. University Ave., Muncie, IN 47306, USA;2. School of Business, University of North Carolina at Pembroke, Business Administration, Room 232, 1 University Drive, Pembroke, NC 28372, USA;1. Institute of Marketing and Media, University of Hamburg, Welckerstraße 8, Hamburg 20354, Germany;2. Department of Marketing, Copenhagen Business School, Solbjerg Plads 3, Frederiksberg 2000, Denmark;3. Marketing and Branding, Institute of Marketing and Media, University of Hamburg, Welckerstraße 8, Hamburg 20354, Germany |
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| Abstract: | This study explores the effect of advergame speed, brand placement strength and consumers’ persuasion knowledge on brand recall from the perspectives of attention and elaboration. Results show that low-speed advergames result in high brand recall as compared to high-speed advergames. A two-way interaction effect between advergame speed and brand placement strength reveals that for a low-speed advergame, a prominent brand placement results in higher brand recall than a subtle brand placement; for a high-speed advergame, there is no difference in brand recall between a prominent brand placement and a subtle brand placement. Further, for a low-speed advergame with prominent brand placement, subjects with high persuasion knowledge report higher brand recall than subjects with low persuasion knowledge. However, for a high-speed advergame with prominent brand placement, there is no difference in brand recall between subjects with high persuasion knowledge and subjects with low persuasion knowledge. Implications are provided. |
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| Keywords: | Advergames Persuasion knowledge Limited capacity model Brand placement Ad recall |
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