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

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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.

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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.
@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},
}