How game difficulty and ad framing influence memory of in-game advertisements
ISSN: 0736-3761
Article publication date: 14 December 2018
Issue publication date: 8 February 2019
Abstract
Purpose
In-game advertising continues to increase in importance for both industry and academia. However, game difficulty – an important, real-world factor – has received little attention as a specific game-related factor that might impact the effectiveness of in-game advertisements. This study aims to investigate the influence of game difficulty on players’ affective response and subsequent memory of in-game ads, which were presented as either gain- or loss-framed messages.
Design/methodology/approach
Three experiments were conducted. Study 1 and Study 3 implemented a 2 (difficulty: easy/difficult) × 2 (ad framing: gain/loss) design. Study 2 implemented a 2 (background music: calm/stressful) × 2 (ad framing: gain/loss) design. All experiments took place in a research laboratory in which participants consented to the study, completed a pre-test questionnaire, played a video game, completed a post-test questionnaire and were debriefed.
Findings
More difficult game play led to greater negative affective response. A different game-based attribute – background music – did not influence affective response. A significant interaction in Study 1 revealed that brand recognition increased as players in a more negative affective state were exposed to the loss-framed message. The results were explained to occur via the congruency effects that game difficulty exerts on players’ affective and cognitive states.
Originality/value
The studies are the first to incorporate both videogame difficulty and ad framing into one study, which two real-world factors that can influence advertising’s effectiveness. Theoretical and practical implications are discussed.
Keywords
Citation
Dardis, F., Schmierbach, M., Sherrick, B. and Luckman, B. (2019), "How game difficulty and ad framing influence memory of in-game advertisements", Journal of Consumer Marketing, Vol. 36 No. 1, pp. 1-11. https://doi.org/10.1108/JCM-07-2016-1878
Publisher
:Emerald Publishing Limited
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