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

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....