Winning versus not Losing: Exploring the Effects of In-Game Advertising Outcome on its Effectiveness

Tathagata Ghosh

31 citations0/0 files storedJournal of Interactive Marketing

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

Abstract

Prior literary works on product placement in games predominantly focus on a host of game and brand characteristics to eventually explore their effects on consumers’ psychological responses and behavior. One primary facet of in-game advertising (IGA) that has largely been ignored is game outcome in terms of winning and losing and its effect on consumers’ nature of information processing. This article explores the effect of IGA outcome and performance feedback shown to players on their motivation expressed in terms of induced regulatory focus. Further, the effects of regulatory focus are examined on players’ implicit and explicit memory, game and brand attitude, and emotions. A conceptual framework highlighting afore-mentioned relationships is developed and empirically tested which reveals that IGA outcome and performance feedback in the form of game messages plays a major role in explaining players’ motivation which in turn also affects their memory and attitude. Managerial implications, limitations, and scope for future research are also discussed.

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References

1982Asymptotic Confidence Intervals for Indirect Effects in Structural Equation Models 1997Beyond pleasure and pain.1998Promotion and Prevention: Regulatory Focus as A Motivational Principle 1995Mood and judgment: The affect infusion model (AIM).1997Regulatory Focus and Strategic Inclinations: Promotion and Prevention in Decision-Making 1986The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations 1987Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising 1963Man, Play, and Games.

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