The effect of involvement on ad judgment in a computer-mediated environment: the mediating role of presence

Stefan G. Nicovich

Lynchburg College

Introduction

Do you play video games? If you do, you are not alone. Video games (including online games) have become one of the fastest-growing forms of entertainment of the new millennium. According to the Entertainment Software Association, computer and video game software sales grew 6% to $9.5 billion in 2007. Sixty-seven per cent of American heads of households play video or computer games, and the average game player is 33 years old and has been playing for 12 years. Also, 49% of all game players say they play online games for at least an hour a week (Entertainment Software Association). These statistics would indicate that video games are a significant economic phenomenon and the trend towards online gaming is growing.