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Exploring the Effects of External Brand Placement on Game Players’ Processing of In-Game Brand
Unformatted Document Text:  Running Head: EFFECTS OF EXTERNAL BRAND PLACEMENT Investigation of game players’ processing of external brands and in-game brands is a key to identify the underlying psychological mechanisms across the two types of brand exposures. Eastin and Schultz (2010) found that the level of brand competition seen during the video game experience varied from an in-game advertising only scenario to a competing brand scenario. In their study, the recall memory for two competing brands was not as high as a single brand placement situation. The LCM may provide an explanation for this finding. According to the LCM, if individuals’ cognitive resources allocated to each sub-process are insufficient or the message itself requires more resources than the availability of cognitive resources, information processing will result in a cognitive overload. Game players who are only exposed to in-game brand may allocate more cognitive resources to their processing of the brand than are exposed to two brand messages, resulting in the greatest recall for the in-game brand. Similarly, external brand memory may influence memory for in-game brand. Game players who recognize and recall a competing external brand may allocate less attention to an in- game brand because they are suffering from a cognitive overload. As game players are likely to exert their cognitive effort to the external brand due to their involvement with the brand experience during game play, recall and recognition for the in-game brand may be lower compared to when they allocate attention to the external brand. From this logic, it is hypothesized: H3-a: Players experiencing a competing external brand during game play will produce greater recognition for the external brand than for the in-game brand. H3-b: Players experiencing a competing external brand during game play will produce greater recall for the external brand than for the in-game brand. 11

Authors: Kim, Eunice. and Eastin, Matthew.
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Running Head: EFFECTS OF EXTERNAL BRAND PLACEMENT 
Investigation of game players’ processing of external brands and in-game brands is a key 
to identify the underlying psychological mechanisms across the two types of brand exposures. 
Eastin and Schultz (2010) found that the level of brand competition seen during the video game 
experience varied from an in-game advertising only scenario to a competing brand scenario. In 
their study, the recall memory for two competing brands was not as high as a single brand 
placement situation. 
The LCM may provide an explanation for this finding. According to the LCM, if 
individuals’ cognitive resources allocated to each sub-process are insufficient or the message 
itself requires more resources than the availability of cognitive resources, information processing 
will result in a cognitive overload. Game players who are only exposed to in-game brand may 
allocate more cognitive resources to their processing of the brand than are exposed to two brand 
messages, resulting in the greatest recall for the in-game brand. 
Similarly, external brand memory may influence memory for in-game brand. Game 
players who recognize and recall a competing external brand may allocate less attention to an in-
game brand because they are suffering from a cognitive overload. As game players are likely to 
exert their cognitive effort to the external brand due to their involvement with the brand 
experience during game play, recall and recognition for the in-game brand may be lower 
compared to when they allocate attention to the external brand. From this logic, it is 
hypothesized:
H3-a: Players experiencing a competing external brand during game play will produce 
greater recognition for the external brand than for the in-game brand. 
H3-b: Players experiencing a competing external brand during game play will produce 
greater recall for the external brand than for the in-game brand. 
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