Video Game-based learning has been an important way for practitioners to gear up for success. Advergames provide an exclusively learning environment in which video gamers pay full attention and thoroughly absorb information without interruption. But still very few studies have been devoted to understanding how individual's selfconstrual and for cognitive product involvement with advergame format influences the evolution of players perception of brand personality. This study was consisted of an experimental study in which a series of advergames was created and two distinct brands: a high and a low cognitively involving products were included as the stimulus. The study identified key measures of effectiveness in the context of 195 American and Chinese participants as subjects were randomly assigned to one of the experimental conditions. This study used 2 X 2 factorial between-subjects design. The two factors were individual's self-construal (interdepend and independent) and cognitive product involvement (high and low). The results revealed that the players with interdependent self-construal reported a greater influence on perception of brand personality than the players with independent self-construal. The results further verified an influence of selfconstrual on perception of brand personality in the different product involvement.
We explored the relationship between referral program involvement and the ego identity of online gamers. We recruited 429 participants who had used the World of Warcraft referral program to recruit a friend. The results revealed significant relationships between referral program involvement and ego identity, and three canonical factors were extracted. The first canonical correlation analysis revealed that higher overall referral program involvement is more likely to catch the attention of online gamers with ego identities that are aimless, disobedient, unsociable, or paranoid. The second canonical correlation analysis suggested that referral program involvement is positively associated with the ego identity factors of being self-willed or paranoid, and negatively associated with those of being aimless, multi-exploring, and having gender identity issues. The third canonical factor showed that those respondents with referral program involvement for exciting, fascinating, and appealing factors are positively associated with ego identity characteristics of liking challenges, being self-willed, and having gender identity issues.
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