The effect of product placement on persuasion for mobile phone games

• Autores: Lin Hui-Fei
• Localización: International Journal of Advertising, ISSN 0265-0487, Vol. 33, Nº. 1, 2014, págs. 37-60
• Idioma: inglés
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• Resumen

  • The purpose of this investigation was to explore the persuasive effect of product placement on mobile phone games. An experiment was conducted with a 2 (type of game: high level of attention vs low level of attention) × 2 (placement location: focal vs peripheral) × 2 (type of brand: high-familiarity brand vs low-familiarity brand) between-subjects design to examine whether the type of game, type of brand and product placement of mobile phone games affect gamers� (N = 324) memories, attitudes towards product placement and purchase intentions. The results showed that: (1) gamers have higher recall of brands embedded in the focal area than those in the peripheral areas of the game; (2) gamers� product-related recall improves when high-familiarity brands rather than low-familiarity brands are embedded within games; and (3) gamers who exhibit more positive attitudes towards product placement are more likely to exhibit stronger purchase intentions.