Impact of Involvement and Cognitive Load on Affective Responses to Advergames and In-Game Advertising

Authors : Ayşegül Sağkaya Güngör, Tuğçe Ozansoy Çadirci

Pages : 91-106

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Publication Date : 2016-11-30

Article Type : Research

Abstract :It has been long known that there are different ways of communicating promotional messages  with branded entertainments. Among all, the two of them are notable; communicating the message  through advergames and integrating the message/brand in the game; known as in game advertising (IGA). Deriving the positive effects of both from the literature, different variables that may  reduce or increase the ecacy of them are studied. This study is an attempt to understand the  effect of different variables on affective responses to advergames. In the paper, it is suggested  from the literature that cognitive overload affects affective responses (i.e. attitudes toward the  branded entertainment and the main brand that the game is specifically designed for) of game  players. The authors aim to develop hypotheses trying to explain the effect of cognitive overload  stimuli on the attitudes of the gamers. In the paper authors also suggested hypotheses about how  involvement may affect cognitive overload outcomes. All those hypotheses are developed both for  the advergames and IGA. As the last section, future research that will help to test these hypotheses  are provided.
Keywords : Advergames, Advergaming, In-Game Advertising, IGA, Cognitive Load, Involvement, Telepresence