Who Is the Loser When I Lose the Game? Does Losing an Advergame Have a Negative Impact on the Perception of the Brand?

Many computer games are based on the principle of competition, making the outcome of the game, namely, the prospect of victory and the threat of defeat, a key element. A lab experiment was conducted to study the effects of a game's outcome on the player's mood, brand attitude, and game attitude as well as the experience of flow (N = 95; between-subject design: game lost versus game won versus no induction of the game outcome). The results show that although winners are not in a better mood after the game, they rate the game as better and assess the brands advertised more positively than before they played the game. They have an increased likelihood of experiencing flow, whereas no significant effects of losing the game could be detected due to the total mediation of the flow experience in the case of the losing condition.     

Bidders’ gains and family control of private target firms

This paper examines the announcement returns of bidders acquiring private firms owned by families versus the returns of bidders acquiring non-family controlled private firms. The sample consists of 391 acquisitions of private targets in seven continental European countries for the period 1997–2008. We find evidence that bidder's cumulative announcement returns (CARs) are lower when they acquire family controlled targets compared to non-family controlled targets. We show that this result holds regardless of whether the deal is paid with shares or cash and whether or not the bidding firm is also privately owned. Moreover, the result is independent of the size of the acquisition relative to the size of the acquiring firm. Our findings are consistent with the notion that the bidder has to pay a higher price in order to convince the family owners to sell in return for giving up private benefits.