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Play buddies or space invaders? Players’ attitudes toward in-game advertising

(2013) JOURNAL OF ADVERTISING. 42(2-3). p.204-218
Author
Organization
Abstract
This article investigates beliefs that players of digital games hold toward the practice of in-game advertising (IGA), referred to as “attitudes toward in-game advertising” (AttIGA). The hedonic nature of IGA is the strongest, positive predictor of AttIGA. Beliefs about IGA as a means to lower games’ prices contribute positively, and beliefs about fostering materialism contribute negatively to AttIGA. Further, the relative importance of the belief factors determining AttIGA relates to the playing frequency of role-playing games and racing games. The results contribute to theory building and practical considerations of digital games as an important yet underutilized advertising medium.
Keywords
PRODUCT PLACEMENT, COMPUTER GAMES, FIT INDEXES, MODELS, BRANDS, TELEPRESENCE, INVOLVEMENT, EXPERIENCES, DIMENSIONS, EQUIVALENT

Citation

Please use this url to cite or link to this publication:

MLA
Poels, Karolien, et al. “Play Buddies or Space Invaders? Players’ Attitudes toward in-Game Advertising.” JOURNAL OF ADVERTISING, vol. 42, no. 2–3, 2013, pp. 204–18.
APA
Poels, K., Janssens, W., & Herrewijn, L. (2013). Play buddies or space invaders? Players’ attitudes toward in-game advertising. JOURNAL OF ADVERTISING, 42(2–3), 204–218.
Chicago author-date
Poels, Karolien, Wim Janssens, and Laura Herrewijn. 2013. “Play Buddies or Space Invaders? Players’ Attitudes toward in-Game Advertising.” JOURNAL OF ADVERTISING 42 (2–3): 204–18.
Chicago author-date (all authors)
Poels, Karolien, Wim Janssens, and Laura Herrewijn. 2013. “Play Buddies or Space Invaders? Players’ Attitudes toward in-Game Advertising.” JOURNAL OF ADVERTISING 42 (2–3): 204–218.
Vancouver
1.
Poels K, Janssens W, Herrewijn L. Play buddies or space invaders? Players’ attitudes toward in-game advertising. JOURNAL OF ADVERTISING. 2013;42(2–3):204–18.
IEEE
[1]
K. Poels, W. Janssens, and L. Herrewijn, “Play buddies or space invaders? Players’ attitudes toward in-game advertising,” JOURNAL OF ADVERTISING, vol. 42, no. 2–3, pp. 204–218, 2013.
@article{8511163,
  abstract     = {This article investigates beliefs that players of digital games hold toward the practice of in-game advertising (IGA), referred to as “attitudes toward in-game advertising” (AttIGA). The hedonic nature of IGA is the strongest, positive predictor of AttIGA. Beliefs about IGA as a means to lower games’ prices contribute positively, and beliefs about fostering materialism contribute negatively to AttIGA. Further, the relative importance of the belief factors determining AttIGA relates to the playing frequency of role-playing games and racing games. The results contribute to theory building and practical considerations of digital games as an important yet underutilized advertising medium.},
  author       = {Poels, Karolien and Janssens, Wim and Herrewijn, Laura},
  issn         = {0091-3367},
  journal      = {JOURNAL OF ADVERTISING},
  keywords     = {PRODUCT PLACEMENT,COMPUTER GAMES,FIT INDEXES,MODELS,BRANDS,TELEPRESENCE,INVOLVEMENT,EXPERIENCES,DIMENSIONS,EQUIVALENT},
  language     = {eng},
  number       = {2-3},
  pages        = {204--218},
  title        = {Play buddies or space invaders? Players’ attitudes toward in-game advertising},
  url          = {http://dx.doi.org/10.1080/00913367.2013.774600},
  volume       = {42},
  year         = {2013},
}

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