Four experiments tested the hypothesis that objects toward which individuals hold attitudes that are highly accessible from memory (i.e., attitude-evoking objects) are more likely to attract attention when presented in a visual display than objects involving less accessible attitudes. In Experiments 1 and 2, Ss were more likely to notice and report such attitude-evoking objects. Experiment 3 yielded evidence of incidental attention; Ss noticed attitude-evoking objects even when the task made it beneficial to ignore the objects. Experiment 4 demonstrated that inclusion of attitude-evoking objects as distractor items interfered with Ss' performance of a visual search task. Apparently, attitude-evoking stimuli attract attention automatically. Thus, accessible attitudes provide the functional benefit of orienting an individual's visual attention toward objects with potential hedonic consequences.

People commonly violate a basic rule of probability, judging a conjunction of events to be more probable than at least 1 of its component events. Many manifestations of this conjunction fallacy have been ascribed to people's reliance on the representativeness heuristic for judging probability. Some conjunction fallacies, however, have been ascribed to the incorrect rules people use to combine probabilities. In 2 experiments, representativeness was pitted against probability combination to determine the contributions of each to the fallacy. Even for exemplar representativeness problems, the fallacy stemmed primarily from the application of incorrect combination rules. Representativeness seemed to be involved only insofar as it influenced the probabilities of a conjunction's component events. Implications of these findings are discussed for the representativeness account of judgmental errors and the relation between similarity and probability.

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Product placements within a movie are often treated as a binary variable: either they are present or absent. However, placements can occur at many different levels ranging from a simple background prop to the product being an instrumental part of the story. The influence of 3 different levels of brand placements on explicit and implicit memory for the brand, implicit choice behavior, and attitudes toward the brand were examined. The results confirmed that levels of brand placements influence recognition of the target brand and attitudes toward the brand. On the other hand, simple placement of the brand within the movie influenced implicit memory and the implicit choice task. The implications of the current study's findings were discussed.

Moonhee Yang (Ph.D., University of Alabama) is a senior researcher, Munhwa Broadcasting Corporation, Seoul, Korea. David R. Roskos-Ewoldsen (Ph.D., Indiana University) is a professor of psychology, University of Alabama. Lucian Dinu (Ph.D., University of Alabama) is an assistant professor of communications, University of Louisiana. Laura M. Arpan (Ph.D., University of Alabama) is an associate professor of communications, Florida State University. Advertising, vol. 35, no. 4 (Winter 2006 Given the increasing practice of in-game advertising and its potential as an alternative advertising medium, surprisingly little research has been done regarding the effects of in-game advertising. Little is known about whether in-game advertising influences gamers' memory for the brand, attitude toward the brand, purchase behavior, and so forth. Clearly, players' awareness of the brand name is one of the important goals of in-game advertising (Nelson 2002). Therefore, the current study explored this virtually unresearched area and asked whether in-game advertising influences the memory of the players for the embedded brands, especially among college students-one of the groups that most frequently plays video games. In fact, 70% of college students report playing video games (Jones 2003). Following the practice established in television and movie research, the current study employed measures of both implicit (unconscious) memory (with a wordfragment completion test) and explicit (conscious) memory (with a recognition test) for ads placed in two popular sports games (Law and Braun 2000; Law and Braun-LaTour 2004; Yang, Roskos-Ewoldsen, and Roskos-Ewoldsen 2004). Testing two different types of memory for in-game advertising effectiveness is expected to benefit both scholars and practitioners in this area. Journal of THE EFFECTIVENESS OF "IN-GAME" ADVERTISINGComparing College Students' Explicit and Implicit Memory for Brand Names Moonhee Yang, David R. Roskos-Ewoldsen, Lucian Dinu, and Laura M. Arpan ABSTRACT: In-game advertising has become a major advertising outlet. The current study examined the effect of brand names placed in video games on college students' memory. Both implicit and explicit memory for brands placed in two sports computer games were tested using a word-fragment test and a recognition task, respectively. The results indicated that college students had low levels of explicit memory (recognition test) for the brands, but they showed implicit memory (word-fragment test) for the brand names placed in the video games.