Exploring Product Placement in Video Games: An Investigation of Recall Effects
| File | Size | Format | |
|---|---|---|---|
| 47294_1.pdf | 44Kb | Adobe PDF | View |
| Title | Exploring Product Placement in Video Games: An Investigation of Recall Effects |
|---|---|
| Author | Kuhn, Kerri Louise; Pope, Nigel Kenneth; Voges, Kevin E. |
| Publication Title | ANZMAC 2007 Conference Proceedings |
| Editor | Dr Maree Thyne, Dr Kenneth R. Deans, Assoc Prof Juergen Gnoth |
| Year Published | 2007 |
| Place of publication | New Zealand |
| Publisher | University of Otago |
| Abstract | Despite its growth and prominence, product placement is generally under-researched and this is even more apparent in the area of placement in video gaming. This paper presents exploratory focus group research into this practice. Findings indicate that the introductory footage to a game provides placement opportunities with the highest level of recall, while peripheral non-action is the worst. Interestingly, recall also appears to be higher for individual brands as opposed to manufacturer brands. |
| Peer Reviewed | Yes |
| Published | Yes |
| Publisher URI | http://www.sobmedia.commerce.otago.ac.nz/ |
| Alternative URI | http://www.anzmac.org/ |
| Copyright Statement | Copyright remains with the authors 2007. The attached file is posted here with permission of the copyright owners for your personal use only. No further distribution permitted. For information about this conference please refer to the publisher's website or contact the authors. |
| ISBN | 9781877156299 |
| Conference name | ANZMAC 2007 |
| Location | Dunedin, New Zealand |
| Date From | 2007-12-03 |
| Date To | 2007-12-05 |
| URI | http://hdl.handle.net/10072/16981 |
| Date Accessioned | 2007-11-13 |
| Date Available | 2009-10-14T22:16:01Z |
| Language | en_AU |
| Research Centre | Key Centre for Ethics, Law, Justice and Governance |
| Faculty | Griffith Business School |
| Subject | PRE2009-Computer Perception, Memory and Attention; PRE2009-Computer-Human Interaction; PRE2009-Marketing and Market Research |
| Publication Type | Conference Publications (Full Written Paper - Refereed) |
| Publication Type Code | e1 |
Please use this identifier to cite this record: http://hdl.handle.net/10072/16981
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