Killing characters in video games kills memory for in-game ads.

Lull, Robert B.; Gibson, Bryan; Cruz, Carlos; Bushman, Brad J.

doi:10.1037/ppm0000108

Cited by 15 publications

(11 citation statements)

References 32 publications

(50 reference statements)

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“…Thus, the limited attention capacity model from Kahneman [32] notes that in tasks that require multiple attentional resources (such as video games) we tend to focus on a main task, which is the one that demands more cognitive resources, giving less attentional resources to the other cognitive processes the game might require (such as the processing of brand placement). This idea is in line with Lull et al [29], who presented brands on billboards in two types of game, one violent and the other non-violent. In the end, those who played the non-violent game recalled and recognized more brands because the demand for attentional resources was lower.…”

Section: Brand Placement Position and Memorysupporting

confidence: 69%

“…Within this area, research usually measures these variables separately [25,26,39,40], combining them two by two [27,35,41,50], or without any of the conditions included in this study, for example, measuring the effects in subtle positions [29,33]. For this reason, it was decided to explore the interaction of the three main variables that affect recall and recognition (position, familiarity and congruency), paying attention to all their possible combinations.…”

Section: Discussionmentioning

confidence: 99%

“…Memory is understood to be the conscious recall of information that has recently been presented [28]. Consequently, if while a person plays a video-game they pay attention to brand placement and encode it, it would be possible to access this conscious memory by directly asking the participants what they remember of the stimuli presented [14,29,30].…”

Section: Brand Placement Position and Memorymentioning

confidence: 99%

See 2 more Smart Citations

Proximity, Familiarity or Congruency? What Influences Memory of Brand Placement in Videogames

Aliagas

Privado²,

Merino

2021

JTAER

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Brand placement in videogames consists in integrating various brands that are not intrusive to give a feeling of reality to the context, as such increasing awareness and recognition of the brand in the mind of the consumer. The goal of this study is to ascertain if brand position, familiarity and congruency influence memorization of brands presented in a racing videogame. An experimental design 2 (position: prominent or subtle) × 2 (congruency: yes or no) × 2 (familiar: yes or no) was used in a sample of 117 participants (M = 20.91 years, SD = 1.75 years). Consumers have better recall and recognition of brand placement when it is familiar. Likewise, there is more memorization of placement that is congruent with the videogame’s subject matter. Nevertheless, it appears that position has no influence on memory. Regarding the three-way interaction, it turns out that the best way to remember brands is when they are familiar to the consumers, congruent with the videogame’s genre, and they are positioned in a prominent position. This article is the first to investigate the interaction between the three main variables that affect the memorization of brand placement.

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Section: Brand Placement Position and Memorysupporting

confidence: 69%

Section: Discussionmentioning

confidence: 99%

Section: Brand Placement Position and Memorymentioning

confidence: 99%

See 1 more Smart Citation

Proximity, Familiarity or Congruency? What Influences Memory of Brand Placement in Videogames

Aliagas

Privado²,

Merino

2021

JTAER

View full text Add to dashboard Cite

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“…Biologically relevant stimuli include food and sex, essential for the survival of a species (Lang et al., 2005). Species survival potentially explains why violence is another biologically relevant stimulus (Lull et al., 2018). These kinds of stimuli are automatically attended to and encoded (Öhman et al., 2001), leaving fewer resources than normal for storage and retrieval of other stimuli, such as advertising (Bushman and Bonacci, 2002).…”

Section: Theorymentioning

confidence: 99%

Brand safety: the effects of controversial video content on pre-roll advertising

Bellman

Abdelmoety

Murphy

et al. 2018

Heliyon

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Newspapers have reported instances of famous brands' ads running as pre-rolls to terrorist videos on YouTube. Subsequent brand safety fears have led to advertisers pulling their YouTube ads. This study, a lab experiment, tested the effects of program quality and content—particularly violent, sexual or extremist content—on pre-roll ads. The experiment used measures from studies showing significant broadcast TV content effects on mid-roll advertising, using more extreme cable TV content to increase the chances of finding significant effects on pre-roll ads. Overall, the effects were minimal, with no effects on brand attitudes, ad liking, or three ad memory components—encoding, storage, and retrieval. In contrast to research showing program context effects on mid-roll advertising, context effects (e.g., on brand safety) do not seem an issue for pre-roll ads. A brand's reputation might suffer negative effects from pre-roll advertising in other ways, however. A limitation is that this study did not re-test the effects of controversial content on mid-roll advertising.

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“…Additionally, some research suggests that violent content may distract from in-game ads [17]. As knowledge of the particular gun brand was not necessary for effective game performance, participants may have allocated attention away from the gun brand.…”

Section: Limitations and Future Directionsmentioning

confidence: 99%

Brief use of a specific gun in a violent game does not affect attitudes towards that gun

Hilgard

Engelhardt²,

Bartholow

2016

R. Soc. open sci.

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Although much attention has been paid to the question of whether violent video games increase aggressive behaviour, little attention has been paid to how such games might encourage antecedents of gun violence. In this study, we examined how product placement, the attractive in-game presentation of certain real-world firearm brands, might encourage gun ownership, a necessary antecedent of gun violence. We sought to study how the virtual portrayal of a real-world firearm (the Bushmaster AR-15) could influence players' attitudes towards the AR-15 specifically and gun ownership in general. College undergraduates (N = 176) played one of four modified video games in a 2 (gun: AR-15 or science-fiction control) × 2 (gun power: strong or weak) between-subjects design. Despite collecting many outcomes and examining many potential covariates and moderators, experimental assignment did little to influence outcomes of product evaluations or purchasing intentions with regard to the AR-15. Attitudes towards public policy and estimation of gun safety were also not influenced by experimental condition, although these might have been better tested by comparison against a no-violence control condition. By contrast, gender and political party had dramatic associations with all outcomes. We conclude that, if product placement shapes attitudes towards firearms, such effects will need to be studied with stronger manipulations or more sensitive measures.

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Killing characters in video games kills memory for in-game ads.

Cited by 15 publications

References 32 publications

Proximity, Familiarity or Congruency? What Influences Memory of Brand Placement in Videogames

Proximity, Familiarity or Congruency? What Influences Memory of Brand Placement in Videogames

Brand safety: the effects of controversial video content on pre-roll advertising

Brief use of a specific gun in a violent game does not affect attitudes towards that gun

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