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Do violent video games impair the effectiveness of in-game advertisements? The impact of gaming environment on brand recall, brand attitude, and purchase intention.

Authors
  • Yoo, Seung-Chul
  • Peña, Jorge
Type
Published Article
Journal
Cyberpsychology Behavior and Social Networking
Publisher
Mary Ann Liebert
Publication Date
Jan 01, 2011
Volume
14
Issue
7-8
Pages
439–446
Identifiers
DOI: 10.1089/cyber.2010.0031
PMID: 21117975
Source
Medline
License
Unknown

Abstract

The present study examined whether a violent video game impairs the effectiveness of in-game advertisements compared to a nonviolent video game. Participants recalled and evaluated in-game ads after navigating identical violent or nonviolent game scenarios. Participants' brand recall, recognition, and attitudes were comparatively lower after navigating the violent video game. Also, females in the violent game condition reported lower brand attitudes in comparison to males in the violent game condition, thus suggesting that the effects of gaming environment interacts with participants' gender. The findings supported the predictions of the limited capacity model of attention and cognitive priming effects. The results also extend previous studies on how violent media impair advertising effectiveness and provide practical implications for researchers and practitioners.

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