We explored the effect of racing advergames on player perception of brand personality and investigated the roles of flow and self-construal in this effect. Participants were 202 male students at colleges in the United States and Taiwan, and they completed pretest and posttest scales relating to their feeling and attitude toward brands before and after playing the racing advergame. The results showed that, when playing advergames, flow and self-construal interacted to influence perception of brand personality. Gamers experiencing high flow during the game provided positive feedback on brand personality, whereas gamers experiencing low flow provided negative feedback. Gamers with an interdependent self-construal reported higher scores for evaluation of brand personality after playing advergames than did gamers with an independent self-construal.
This research investigates m-coupon usage, attitudes and redemption behaviors Indian consumers. Market maven attitudes, coupon proneness, and the amount of time spent shopping, as well as, m-coupon attitudes, redemption attitudes, intention to redeem, social norms, and past usage are measured. M-coupon users in India were found to be younger, males with a higher education and income who spend more time shopping in stores and over the Internet and are more likely to spend more than average amounts of money on products and services. This study demonstrates a group of Indian m-coupon users exists that exhibits traditional market maven attitudes and behaviors. These Indian m-market mavens are influenced by social norms and have strong correlations with m-coupon attitudes, redemption intentions, and coupon proneness.
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