The effects of advergames on consumer telepresence and attitudes: A comparison of products with search and experience attributes

The effects of advergames on consumer telepresence and attitudes: A comparison of products with... Research highlights► The advergames has become one of the most promising areas of internet advertising. ► It increases brand recall, but less attention on the persuasion effectiveness. ► Two experiments were conducted to investigate the effectiveness. ► Interactivity and media richness of advergames significantly enhance a consumers telepresence and affective responses. ► Interaction effects were found only in products dominated by experience attributes. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Expert Systems with Applications Elsevier

The effects of advergames on consumer telepresence and attitudes: A comparison of products with search and experience attributes

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Publisher
Elsevier
Copyright
Copyright © 2010 Elsevier Ltd
ISSN
0957-4174
DOI
10.1016/j.eswa.2010.12.085
Publisher site
See Article on Publisher Site

Abstract

Research highlights► The advergames has become one of the most promising areas of internet advertising. ► It increases brand recall, but less attention on the persuasion effectiveness. ► Two experiments were conducted to investigate the effectiveness. ► Interactivity and media richness of advergames significantly enhance a consumers telepresence and affective responses. ► Interaction effects were found only in products dominated by experience attributes.

Journal

Expert Systems with ApplicationsElsevier

Published: Jun 1, 2011

References

  • Scale development
    DeVellis, R.F.
  • The role of affect in attitude formation: A classical conditioning approach
    Kim, J.; Lim, J.S.; Bhargava, M.
  • Evaluating the potential of interactive media through a new lens: Search versus experience goods
    Klein, L.R.
  • Measuring purchase-decision involvement
    Mittal, B.
  • An examination of media richness theory in product web site design: An empirical study
    Simon, S.J.; Peppas, S.C.
  • Defining virtual reality: Dimensions determining telepresence
    Steuer, J.

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