Contextual advertising in games: Impacts of game context on a player’s memory and evaluation of brands in video games

Contextual advertising is growing in digital marketing communication. Previous research on traditional media has shown that the surrounding context affects advertising effectiveness. Similarly, the context in a game may influence a player’s processing of brands advertised in that game. To examine the effects of contextual advertising in games, the present article affords two independent experiments investigating how positive and negative game contexts influence players’ memories and attitudes with respect to brands advertised via billboards in games. Drawing from literature on the limited capacity model, the authors demonstrate that positive and negative game contexts decrease brand memory since they require a high level of cognitive effort. The authors also find that varying a game context influence the perception of brands advertised in the game via the contextual priming mechanism and that positive contexts generate more positive brand attitudes than negative or neutral contexts. The findings have important implications for consumer researchers and marketers, as they indicate how contexts in games can be utilized to establish brand awareness and increase positive brand perceptions in contextual advertising using games.     

Do members want the bells and whistles? Understanding the effect of direct and partner benefits in hotel loyalty programs

ABSTRACT

As a way of increasing the perceived value of hotel loyalty programs, hoteliers are partnering with non-hotel brands to differentiate and drive member engagement. We examine the effect of such strategic alliances on the loyalty to a member program and further test a structural equation model with n = 469 active loyalty members. Our model investigates whether tier status and satisfaction function as mediators of the effects of a strategic alliance on brand loyalty. Our findings indicate that the benefits that loyalty programs and partnerships with non-hotel brands offer can positively influence brand loyalty when the member’s tier status and satisfaction mediates.     

Government Policy and Trajectories of Radical Innovation in Dirigiste States: A Comparative Analysis of National Innovation Systems in France and Korea

Contrary to the argument that radical innovation is only compatible with institutional arrangements characteristic of liberal market economies, this paper shows how state-led economies successfully organize their innovation systems to promote radical innovation with a comparative analysis of two dirigiste states, France and Korea. The authors further analyse how government policies under similar institutional arrangements drive different trajectories of radical innovation, as illustrated by their relative competitiveness in the ICT sector. The two dirigiste economies have undergone substantial institutional changes adapting to globalization but sustained state initiatives in coordinating their relationship-based innovation systems, reinforcing the cooperation among the state, academia and industry.     

Food choice,nutrition education and parental influence on British and Korean primary school children

The nutritional status of children can influence their health and the risk factors for developing chronic diseases later in life. Korea is unique in that it is relatively westernized and yet maintains much of the traditional foods and cooking methods. Effective nutrition education should help children to choose a healthy diet through the establishment of positive dietary practices and habits. The main purpose of this research is to compare awareness towards nutrition education between primary schools in the UK and Korea and nutritional knowledge that children and parents have in these countries. Dietary and healthy eating knowledge data were collected by a questionnaire as part of a case study comparison using one primary school in Manchester, UK, and one in Seoul, Korea. A total of 171 primary school children and 124 parents of the children were recruited. The results indicated that children and parents appeared to be aware of the importance of limiting fat, sodium and sugar intakes, and requiring non‐starch polysaccharide (NSP). However, in the case of some foods they did not have satisfactory nutritional knowledge of which foods were high in fat, salt, sugar and NSP. British children had a better understanding of the health implication of fat than Korean children, whereas more Korean children considered excessive salt intake harmful than British children. There seemed to be differences in dietary pattern and familiarity with food between the two countries. Children identified parents as the main source of nutritional information. Therefore, parents as well as children need to learn about nutrition in order to give appropriate information or advice to improve the diets of their children. Children preferred exciting, fun, positive and a practical approach to learning about nutrition, such as computer packages and cookery classes. Parents wanted schools to give their children more information about nutrition. This research has shown that nutrition education in schools should be concerned not only to provide nutritional knowledge but also to encourage children to choose healthy food by redesigning nutrition education and school meals.     

Cross‐group comparisons: A cautionary note

This article alerts researchers to the importance of factorial invariance in comparative studies. Cross‐group or cross‐national comparisons, without a clear understanding of factorial structures, can result in misleading conclusions regarding compared groups. The types and process of invariance test are discussed. Then, as an empirical illustration, American consumer ethnocentrism toward Japanese products is examined across gender and age. © 2002 Wiley Periodicals, Inc.     

The Influence of Tourist Experience on Perceived Value and Satisfaction with Temple Stays: The Experience Economy Theory

Temple stays are emerging global cultural attractions that provide tourists with unique experiences and influence perceptions of value and satisfaction. This study examines the influence of escape, entertainment, esthetic, and educational experiences on perceptions of functional and emotional values as well as tourist satisfaction with temple stays. The results of the study show that escape and entertainment experiences are important predictors of both functional and emotional values. Esthetic experience influences emotional value, whereas educational experience affects functional value. Both functional and emotional values influence tourist satisfaction. Theoretical and practical implications of the study results are discussed.     

STANDARDIZATION IN THE WIRELESS INTERNET MARKET: LESSONS FROM JAPAN AND KOREA

The wireless Internet market has been growing rapidly since NTT DoCoMo first introduced the service in 1999. This paper provides a framework within which the wireless Internet market can be analysed so as to draw valuable policy implications. We show that if platforms are standardized: (i) social welfare is increased with the rational expectation of larger installed bases; (ii) the neutrality of a revenue‐sharing ratio that is valid for non‐standardized network platforms is affected; and (iii) the collusive interconnection charge is lower than the social optimum insofar as the population mass of content providers is less dense than that of Internet users.     

Market liberalization and foreign equity portfolio selection in Korea

This study reports that before and after the complete opening of the Korean stock market, foreign equity portfolio selections deviate not only from the market portfolio but also from the portfolio held by domestic institutions. The divergence between foreign investors and domestic institutions is a finding different from that of a previous study on the Swedish market. This study also presents evidence consistent with the view that in the post-crisis deregulation period, foreign investors are most likely fundamental value investors with long-term investment horizons and well diversified portfolios, rather than short-term speculative stock-pickers.     

A GOOD ADVISOR

Effective education requires strategic consideration. If students doubt the motives of teachers and advisors, then students rationally ignore the advice they receive. Valuable information is lost in such bad communication outcomes and, consequently, the quality of education suffers. In this paper, we argue that an advisor's sacrifice is an essential virtue of a good advisor for efficient communication between an advisor and a student. We model the relation between them as a signaling game. We find a separating equilibrium in which a good advisor (whose objective function truly coincides with the student's own objective function) makes a costly sacrifice that causes the student to believe what the advisor says, while a non‐good advisor (whose objective does not coincide with the student's) chooses not to make the costly sacrifice and, consequently, the student completely ignores the advisor. In fact, it turns out to be the unique equilibrium that survives the Intuitive Criterion. The model demonstrates the importance of making students aware of those aspects of the advisor's objectives that students may not realize are closely aligned with their own (e.g., the extent to which an advisor cares about students' academic and professional trajectories as evaluated by students themselves).