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Children playing branded video games: The impact of interactivity on product placement effectiveness
Author(s) -
Hang Haiming,
Auty Susan
Publication year - 2011
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1016/j.jcps.2010.09.004
Subject(s) - interactivity , product placement , psychology , perception , fluency , stimulus (psychology) , cognitive psychology , video game , affect (linguistics) , multimedia , social psychology , computer science , advertising , communication , mathematics education , neuroscience , business
This study extends product placement research by testing the impact of interactivity on product placement effectiveness. The results suggest that when children cannot interact with the placements in video games, perceptual fluency is the underlying mechanism leading to positive affect. Therefore, the effects are only evident in a stimulus‐based choice where the same stimulus is provided as a cue. However, when children have the opportunity to interact with the placements in video games, they may be influenced by conceptual fluency. Thus, placements are still effective in a memory‐based choice where no stimulus is provided as a cue.