Modelling the dimensionality effects on brand placement effectiveness in stereoscopic 3-D versus 2-D sports games |
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| Authors: | Mark Yi-Cheon Yim Yann Abdourazakou Paul L Sauer Sun-Young Park |
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| Institution: | 1. Department of Marketing, Entrepreneurship &2. Innovation, The Robert J. Manning School of Business, University of Massachusetts Lowell, Lowell, MA, USAmark_yim@uml.edu;4. Department of Management and Marketing, California State University Dominguez Hills, Carson, CA, USA;5. Department of Marketing and Information Systems, Richard J. Wehle School of Business, Canisius College, Buffalo, NY, USA;6. Communication Department, College of Liberal Arts, University of Massachusetts Boston, Boston, MA, USA |
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| Abstract: | ABSTRACTThis current study explores how stereoscopic three-dimensional (3-D) dimensionality affects the process by which viewers’ memory of brand names embedded in a soccer game is formed compared to the memory process in traditional 2-D display. To this end, we conduct two studies: a qualitative observation using an eye tracker; and an experiment to identify the difference and similarity of the viewing process across these two display technologies. Statistical test results reveal that sports involvement enhances viewers’ attention to a sports game, which is moderated by game enjoyment and negative viewing experience generated from the media features. Most importantly, it is found that as viewers pay more attention to a sports game in stereoscopic 3-D display, they are less likely to remember the brands embedded in the stadium, while the opposite is found in 2-D display. More findings and implications are discussed in the discussion section. |
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| Keywords: | Dimensionality brand placement sports involvement stereoscopic 3-D |
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