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When and why is perceived congruity important for in-game advertising in fantasy games?

Author
Organization
Abstract
The present study investigates how the perceived congruity (the perceived level of fit between the execution of the in-game ad and the game environment) of in-game advertising (IGA) in fantasy games affects both players' attitude towards the IGA and their play intention of the fantasy game in which it is embedded, and how these effects are moderated by perceived IGA interactivity. An experimental study with actual fantasy game players (N = 619) following a 2 (Congruent 1GA Incongruent IGA) x 2 (Interactive IGA Non-interactive IGA) between-stibjects design was conducted. The results indicate that the perceived congruity of IGA reduces the perceived intrusiveness of the IGA and positively contributes to the perceived realism of the fantasy game. Intrusiveness and realism, in turn, influence players' attitude towards the IGA and their play intention of the fantasy game. Whilst the positive effect of perceived congruity through intrusiveness is reinforced by the perceived interactivity of the IGA, the effect of perceived congruity through realism is attenuated by perceived interactivity.

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MLA
Verberckmoes, Shana et al. “When and Why Is Perceived Congruity Important for In-game Advertising in Fantasy Games?” COMPUTERS IN HUMAN BEHAVIOR 64 (2016): 871–880. Print.
APA
Verberckmoes, S., Poels, K., Dens, N., Herrewijn, L., & De Pelsmacker, P. (2016). When and why is perceived congruity important for in-game advertising in fantasy games? COMPUTERS IN HUMAN BEHAVIOR, 64, 871–880.
Chicago author-date
Verberckmoes, Shana, Karolien Poels, Nathalie Dens, Laura Herrewijn, and Patrick De Pelsmacker. 2016. “When and Why Is Perceived Congruity Important for In-game Advertising in Fantasy Games?” Computers in Human Behavior 64: 871–880.
Chicago author-date (all authors)
Verberckmoes, Shana, Karolien Poels, Nathalie Dens, Laura Herrewijn, and Patrick De Pelsmacker. 2016. “When and Why Is Perceived Congruity Important for In-game Advertising in Fantasy Games?” Computers in Human Behavior 64: 871–880.
Vancouver
1.
Verberckmoes S, Poels K, Dens N, Herrewijn L, De Pelsmacker P. When and why is perceived congruity important for in-game advertising in fantasy games? COMPUTERS IN HUMAN BEHAVIOR. 2016;64:871–80.
IEEE
[1]
S. Verberckmoes, K. Poels, N. Dens, L. Herrewijn, and P. De Pelsmacker, “When and why is perceived congruity important for in-game advertising in fantasy games?,” COMPUTERS IN HUMAN BEHAVIOR, vol. 64, pp. 871–880, 2016.
@article{8511167,
  abstract     = {The present study investigates how the perceived congruity (the perceived level of fit between the execution of the in-game ad and the game environment) of in-game advertising (IGA) in fantasy games affects both players' attitude towards the IGA and their play intention of the fantasy game in which it is embedded, and how these effects are moderated by perceived IGA interactivity. An experimental study with actual fantasy game players (N = 619) following a 2 (Congruent 1GA Incongruent IGA) x 2 (Interactive IGA Non-interactive IGA) between-stibjects design was conducted. The results indicate that the perceived congruity of IGA reduces the perceived intrusiveness of the IGA and positively contributes to the perceived realism of the fantasy game. Intrusiveness and realism, in turn, influence players' attitude towards the IGA and their play intention of the fantasy game. Whilst the positive effect of perceived congruity through intrusiveness is reinforced by the perceived interactivity of the IGA, the effect of perceived congruity through realism is attenuated by perceived interactivity.},
  author       = {Verberckmoes, Shana and Poels, Karolien and Dens, Nathalie and Herrewijn, Laura and De Pelsmacker, Patrick},
  issn         = {0747-5632 },
  journal      = {COMPUTERS IN HUMAN BEHAVIOR},
  language     = {eng},
  pages        = {871--880},
  title        = {When and why is perceived congruity important for in-game advertising in fantasy games?},
  url          = {http://dx.doi.org/10.1016/j.chb.2016.07.062},
  volume       = {64},
  year         = {2016},
}

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