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The effect of flow on implicit memory of in-game brand placements

Snezhanka Kazakova, Veroline Cauberghe UGent and Dieter Thijs (2011) The 10th international conference on research in advertising, Abstracts.
abstract
The present study investigates the impact of game evoked flow and placement prominence on implicit brand memory of in-game brand placements. The results demonstrate that experiencing a state of flow while gaming, contributes to the cognitive processing of in-game brand placements, leading to higher implicit memory rates. However, this positive effect is observed only for a high involvement product category. Additionally, an interaction effect between flow and placement prominence indicates that placement prominence also moderates the relationship between flow and implicit memory. Limitations and further research directions are discussed.
Please use this url to cite or link to this publication:
author
organization
year
type
conference
publication status
unpublished
subject
in
The 10th international conference on research in advertising, Abstracts
pages
12 pages
publisher
Ghent University, Department of Communication studies
place of publication
Ghent, Belgium
conference name
The 10th International Conference on Research in Advertising (ICORIA - 2011)
conference location
Berlin, Germany
conference start
2011-06-24
conference end
2011-06-25
language
English
UGent publication?
yes
classification
C1
copyright statement
I have retained and own the full copyright for this publication
id
2005484
handle
http://hdl.handle.net/1854/LU-2005484
date created
2012-01-27 09:56:55
date last changed
2017-01-02 09:53:09
@inproceedings{2005484,
  abstract     = {The present study investigates the impact of game evoked flow and placement prominence on implicit brand memory of in-game brand placements. The results demonstrate that experiencing a state of flow while gaming, contributes to the cognitive processing of in-game brand placements, leading to higher implicit memory rates. However, this positive effect is observed only for a high involvement product category. Additionally, an interaction effect between flow and placement prominence indicates that placement prominence also moderates the relationship between flow and implicit memory. Limitations and further research directions are discussed.},
  author       = {Kazakova, Snezhanka and Cauberghe, Veroline and Thijs, Dieter},
  booktitle    = {The 10th international conference on research in advertising, Abstracts},
  language     = {eng},
  location     = {Berlin, Germany},
  pages        = {12},
  publisher    = {Ghent University, Department of Communication studies},
  title        = {The effect of flow on implicit memory of in-game brand placements},
  year         = {2011},
}

Chicago
Kazakova, Snezhanka, Veroline Cauberghe, and Dieter Thijs. 2011. “The Effect of Flow on Implicit Memory of In-game Brand Placements.” In The 10th International Conference on Research in Advertising, Abstracts. Ghent, Belgium: Ghent University, Department of Communication studies.
APA
Kazakova, S., Cauberghe, V., & Thijs, D. (2011). The effect of flow on implicit memory of in-game brand placements. The 10th international conference on research in advertising, Abstracts. Presented at the The 10th International Conference on Research in Advertising (ICORIA - 2011), Ghent, Belgium: Ghent University, Department of Communication studies.
Vancouver
1.
Kazakova S, Cauberghe V, Thijs D. The effect of flow on implicit memory of in-game brand placements. The 10th international conference on research in advertising, Abstracts. Ghent, Belgium: Ghent University, Department of Communication studies; 2011.
MLA
Kazakova, Snezhanka, Veroline Cauberghe, and Dieter Thijs. “The Effect of Flow on Implicit Memory of In-game Brand Placements.” The 10th International Conference on Research in Advertising, Abstracts. Ghent, Belgium: Ghent University, Department of Communication studies, 2011. Print.