英文摘要 |
Due to goal-oriented attention and vunerability to environmental disturbances, mobile game players exhibit different advertising effects to prominence product placement design. Thus, this research drew on the theory of attentional control and the theory of attentional load to study game player’s selective attentional behaviors by examining the advertising effects of product placement strategies and gaming platform. This study adopted three-factors experimental design, and the treatments were manipulated through a customized card game. The analysis showed that both product placement strategies and gaming platform had significant impacts on brand recall. Yet, only gaming platform significantly affected attitude toward product placement. This study also found that both attitude toward product placement and brand recall positively influenced brand attitude. These findings corroberated our conjections that, in the digital game with low perceptual load and high cognitive load, (1) prominent product placement produces higher brand recall, (2) product placement produces inferior brand recall in mobile games than in computer games, and (3) product placement produces superior attitude toward product placement and brand attitude in mobile games than in computer games. |