The games people play: How the entertainment value of online ads helps or harms persuasion

Abstract

This research examines consumer reactions to online ads varying in levels of entertainment value. Results show that more favorable brand attitudes and more positive purchase intentions are formed when consumers are exposed to an ad that generates a high (game ad), rather than a low (banner ad) level of entertainment value. However, such effects are qualified by consumers' shopping goals. When consumers have access to their goals to seek specific product information, affect transfer is impaired, such that the advantage of entertaining ads dissipates. This research also documents moderating roles of individual differences in need for cognitive closure and Internet usage versatility.

Online Display Advertising: The Influence of Web Site Type on Advertising Effectiveness

“…Following these guidelines, our study scenarios used realistically designed Web sites and ODA. We measured advertising effectiveness in our studies using attitude and intent measures since these have been shown in past research to be related to choice (Bart, Stephen, & Sarvary, ; Jung et al., ). However, future research could replicate our findings on behavior in the field by examining click stream and purchase data from actual ODA being shown on social and commercial Web sites.…”

“…For example, Jung et al. () examined the ad characteristic of entertainment value and found that consumers indicate more favorable brand attitudes and higher purchase intent when an ODA has high compared to low entertainment value. Moore et al.…”

“…However, related research has examined the effectiveness of ODA as a function of ad characteristics (Jung, Min, & Kellaris, 2011;Lambrecht & Tucker, 2013;Moore, Stammerjohan, & Coulter, 2005), consumer characteristics (Hoban & Bucklin, 2015), and contextual characteristics (Hsieh & Chen, 2011). For example, Jung et al (2011) examined the ad characteristic of entertainment value and found that consumers indicate more favorable brand attitudes and higher purchase intent when an ODA has high compared to low entertainment value. Moore et al (2005) examined the effect of product category match between the ODA and the Web site, and showed that increased match led to increased evaluation but decreased recall of the advertised brand.…”

The Roles of a Spokesperson and Brand-Message Congruity in Advertising Effectiveness of Coffeehouse Brands

“…According to Jung, Min, and Kellaris (2011), if consumers perceive that product information in an ad is congruent with their shopping goals, the ad produces more positive consumer responses than an incongruent information-goal ad does. Misra and Beatty (1990) also point out that celebrity-brand congruity can produce positive ad responses such as enhanced consumer recall.…”

The Effects of Psychobiological Motivational Traits on Memory of In‐Game Advertising Messages

“…Brand or product placements usually in the form of billboard advertisements are a common type of advertising utilized in video games. The majority of the research on the influence of in-game advertising has investigated the effectiveness of advertising executions on brand recognition and recall (Chung & Sparks, 2015;Gangadharbatla, Bradley, & Wise, 2013;Lee & Faber, 2007;Mackay, Ewing, Newton, & Windisch, 2009); brand-related perceptions, attitudes, and behavior change (Jung, Min, & Kellaris, 2011;Mackay et al, 2009;Yoo & Peña, 2011); and the effects of individual differences, such as game experience (Terlutter & Capella, 2013). Most frequently, recognition and recall have been examined to demonstrate the effectiveness of the in-game impression on increasing memory for in-game advertising messages, a common goal of advertising (Lee & Faber, 2007;Mackay et al, 2009).…”