Engaging Consumers with Advergames: An Experimental Evaluation of Interactivity, Fit and Expectancy

Abstract

We use multiple dependent variables (e.g., attitude toward advergames, attitude toward brand, and purchase intention) to evaluate the effectiveness of advergames. Based on work from human-computer interaction research and the transportation theory, we propose two-way interaction effects of interactivity, fit, and expectancy on attitudes toward advergame, and also their main effects on attitude toward brand. A positive mediating relationship from attitude toward advergame to attitude toward brand, and to purchase intention is also hypothesized. We conducted a 2*2*2 factorial design experiment in an online 3D virtual world environment to test our hypotheses. The results show that, in the high fit condition, both high interactivity and low expectancy lead to a more favorable attitude toward advergames. However, in the low interactivity condition, low expectancy generates a more positive attitude toward advergames. Interactivity and attitude toward advergames have significant positive effects on attitude toward brand, which, in turn, positively impacts purchase intention.

Small clicks, great effects: the immediate and delayed influence of websites containing serious games on behavior and attitude

“…Affecting buying behavior is one of the main aims of advertising. This research makes an important contribution to advertising research because, until now, the latter was restricted to showing the effects of advergames on cognitive and attitudinal components with regard to the product or brand (Steffen, Mau, and Schramm-Klein 2013;Goh and Ping 2014;van Reijmersdal et al 2015). This research extends to the effects of advergames to actual buying behavior and product usage.…”

“…This result is a second theoretical and practical contribution. Research into advergames has shown that they have positive effects on memorization and attitude towards the product or brand immediately after exposure (Wise et al 2008;Hernandez and Chapa 2010;Steffen, Mau, and Schramm-Klein 2013;Goh and Ping 2014;van Reijmersdal et al 2015). However, consumers rarely make a purchase immediately after playing.…”

“…The positive effects on attitudes toward the brand can be observed whether players win or lose at the game (Steffen, Mau, and Schramm-Klein 2013). Likewise, interactivity and attitude toward advergames have significant positive effects on attitude toward the brand, which in turn, positively impacts the purchase intention (Goh and Ping 2014).…”

Advergaming – How Does Cognitive Overload Effect Brand Recall?

“…Advergames are mostly used to create and enhance product awareness with engaging the gamer with the product or brand that is being promoted (Tina & Buckner, 2006). Previous research on the possible effects of interactivity suggest that as brands are associated with the gaming environment combined with a certain level of interactivity, gamers feel higher levels of involvement with the brand (Nelson, 2002) and also they create more positive attitudes towards the brand and the advergame (Goh & Ping, 2014;Sukoco & Wu, 2011;Hernandez, 2011). With their interactivity feature advergames enhance the value of brand advertisements, as they create control and communication between the medium and player (Ghirvu, 2011).…”

Understanding Task-Performance Chain Feed-Forward and Feedback Relationships in E-health

“…Finally, our individual-level results suggest that learning occurs with individuals who are motivated by a lack of fit, by those who use the technology strategically to address this lack of fit, and by those who develop the self-management skills and behaviors who eventually move beyond the technological capabilities. As the HCI literature outlines, following a "made-for-the-medium" (Agarwal & Venkatesh, 2002;Goh & Ping, 2014) approach is instrumental in tailoring an e-health system to fit individuals' needs.…”