Resumen de Play Buddies or Space Invaders? Players� Attitudes Toward In-Game Advertising
Karolien Poels, Wim Janssens, Laura Herrewijn
This article investigates beliefs that players of digital games hold toward the practice of in-game advertising (IGA), referred to as �attitudes toward in-game advertising� (AttIGA). The hedonic nature of IGA is the strongest, positive predictor of AttIGA. Beliefs about IGA as a means to lower games� prices contribute positively, and beliefs about fostering materialism contribute negatively to AttIGA. Further, the relative importance of the belief factors determining AttIGA relates to the playing frequency of role-playing games and racing games. The results contribute to theory building and practical considerations of digital games as an important yet underutilized advertising medium.
