In-Game Advertising Effects: Examining Player Perceptions of Advertising Schema Congruity in a Massively Multiplayer Online Role-Playing Game
Ben Lewis and Lance Porter
Recent research has documented the increased migration of men, aged 18-34 years, from watching television to playing console and computer games during their leisure time (Activision 2005; Chaney, Lin, and Chaney 2004; di Cesare 2005; Donaton 2003; Reynolds 2004; Stanley 2004; Takahashi 2000). Nielsen Media Research has found a gradual decline in television viewing habits among this same audience, who make up approximately 12% of the total television audience and account for around $4.3 billion in...