Winning Versus not Losing: Exploring the Effects of In-Game Advertising Outcome on its Effectiveness |
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| Affiliation: | 1. China University of Mining & Technology, Xuzhou, Jiangsu, China;2. City University of Hong Kong, Hong Kong;1. Alpen-Adria-Universitaet Klagenfurt, Universitaetsstrasse 65–67, 9020 Klagenfurt, Austria;2. IMC University of Applied Sciences, Campus Krems, Trakt G, 3500 Krems, Austria;1. Florida State University College of Business, 821 Academic Way, Tallahassee, FL 32306-1110, United States;2. Cass Business School, City University London, 106 Bunhill Row, EC1Y 8TZ London, UK;3. University of Connecticut School of Business, 2100 Hillside Road Unit 1041, Storrs, CT 06269-1041, United States;4. Ross School of Business, University of Michigan, 701 Tappan Street, Ann Arbor, MI 48109-1234, United States;5. GameStop, Inc., 625 Westport Pkwy, Grapevine, TX 76051, United States |
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| Abstract: | Prior literary works on product placement in games predominantly focus on a host of game and brand characteristics to eventually explore their effects on consumers' psychological responses and behavior. One primary facet of in-game advertising (IGA) that has largely been ignored is game outcome in terms of winning and losing and its effect on consumers' nature of information processing. This article explores the effect of IGA outcome and performance feedback shown to players on their motivation expressed in terms of induced regulatory focus. Further, the effects of regulatory focus are examined on players' implicit and explicit memory, game and brand attitude, and emotions. A conceptual framework highlighting afore-mentioned relationships is developed and empirically tested which reveals that IGA outcome and performance feedback in the form of game messages plays a major role in explaining players' motivation which in turn also affects their memory and attitude. Managerial implications, limitations, and scope for future research are also discussed. |
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