Article2010

Children playing branded video games: The impact of interactivity on product placement effectiveness

77 citations0/0 files storedJournal of Consumer Psychology

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Consumer Behavior in Brand Consumption and Identification Marketing and Advertising Strategies Digital Marketing and Social Media

Abstract

Abstract This study extends product placement research by testing the impact of interactivity on product placement effectiveness. The results suggest that when children cannot interact with the placements in video games, perceptual fluency is the underlying mechanism leading to positive affect. Therefore, the effects are only evident in a stimulus‐based choice where the same stimulus is provided as a cue. However, when children have the opportunity to interact with the placements in video games, they may be influenced by conceptual fluency. Thus, placements are still effective in a memory‐based choice where no stimulus is provided as a cue.

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References

1985Measuring the Involvement Construct 1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts 1997Interactive Home Shopping: Consumer, Retailer, and Manufacturer Incentives to Participate in Electronic Marketplaces 1999Consumer Socialization of Children: A Retrospective Look At Twenty‐Five Years of Research 2004Metacognitive Experiences in Consumer Judgment and Decision Making 2002What is Interactivity and is it Always Such a Good Thing? Implications of Definition, Person, and Situation for the Influence of Interactivity on Advertising Effectiveness 2012Oxford Handbook of Internet Psychology 2002Measures of Perceived Interactivity: An Exploration of the Role of Direction of Communication, User Control, and Time in Shaping Perceptions of Interactivity

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