Testing the Effects of Incidental Advertising Exposure in Online Gaming Environments

This study addresses incidental advertising exposure effects in online games by manipulating both the location (low proximity versus high proximity) and the message content (visual versus verbal) of an incidental cue while participants’ primary attention is diverted by playing an online game.
  

Testing the Effects of Incidental Advertising Exposure in Online Gaming Environments

Adam AcarUniversity of Connecticut

INTRODUCTION

In 2005, advertisers spent $80 million to reach video game players; this spending is expected to top $400 by...

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