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The Effects of Advergames on Game Players' Processing of Embedded Brands
Unformatted Document Text:  GET IN THE GAME: THE EFFECTS OF GAME-PRODUCT CONGRUITY AND PRODUCT PLACEMENT PROXIMITY ON GAME PLAYERS’ PROCESSING OF BRANDS EMBEDDED IN ADVERGAMES Extended Abstract Although there exists a great volume of scholarly literature on the topic of how exposure to ads affects brand memory, little research has been conducted about the effects advergaming has on gamers’ memory for the brand, attitude toward the brand, and purchase behavior (Yang, Roskos-Ewoldsen, Dinu, & Arpan, 2006). Therefore, the purpose of this study is to expand on the advertising literature that exists by redirecting the focus to advergames and their effect on brand memory, attitudes game players form toward the brand, and the amount of cognitive resources game players have available at encoding the brand. The term advergame has been described as the combination of the words “advertisement” and “video game” (Grossman, 2005). In other words, advergames are a specific type of online video game where a brand is embedded within the game. The second concept presented in the study is brand memory, which will be defined as a person’s memory of a brand name, evaluated through their explicit and implicit memory of that particular brand. Finally, the concept of product placement is examined as two different variables – game-product congruity and product placement proximity. The LC4MP model will be used as a guide to explain how the limited amount of cognitive resources game players have available to process the brands embedded in the games influences their brand memory. Because game players devote most of their attention toward playing the game, brands that are featured in games are not the primary focus, which means that it is valuable for advertisers to determine if and how well their brands are being processed when placed within advergames (Lee & Faber, 2005).

Authors: Peters, Sara., Leshner, Glenn., Bolls, Paul. and Wise, Kevin.
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Extended Abstract
Although there exists a great volume of scholarly literature on the topic of how exposure 
to ads affects brand memory, little research has been conducted about the effects advergaming 
has on gamers’ memory for the brand, attitude toward the brand, and purchase behavior (Yang, 
Roskos-Ewoldsen, Dinu, & Arpan, 2006).  Therefore, the purpose of this study is to expand on 
the advertising literature that exists by redirecting the focus to advergames and their effect on 
brand memory, attitudes game players form toward the brand, and the amount of cognitive 
resources game players have available at encoding the brand.  
The term advergame has been described as the combination of the words “advertisement” 
and “video game” (Grossman, 2005).  In other words, advergames are a specific type of online 
video game where a brand is embedded within the game.  The second concept presented in the 
study is brand memory, which will be defined as a person’s memory of a brand name, evaluated 
through their explicit and implicit memory of that particular brand.  Finally, the concept of 
product placement is examined as two different variables – game-product congruity and product 
placement proximity.
The LC4MP model will be used as a guide to explain how the limited amount of 
cognitive resources game players have available to process the brands embedded in the games 
influences their brand memory.  Because game players devote most of their attention toward 
playing the game, brands that are featured in games are not the primary focus, which means that 
it is valuable for advertisers to determine if and how well their brands are being processed when 
placed within advergames (Lee & Faber, 2005).  

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