The effect of involvement on ad judgment in a video game environment - the mediating role of presence

Stefan G. Nicovich

In this study the relationship between involvement, presence, and ad judgment in a computer-mediated communications environment was investigated.
  

The effect of involvement on ad judgment in a video game environment - the mediating role of presence

Stefan G. NicovichLynchburg College

INTRODUCTION

The impact of computers on our daily lives over the past few years has increased dramatically. For many of us, interacting with a computer has become a daily experience. From shopping to correspondence to entertainment, the personal computer is fast becoming our first resource of choice. Perhaps the most popular activity on the computer is the video game. Indeed, in the United States, video games accounted for over $9 billion in 2001. To put...

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