Exploring Product Placement in Video Games: An Investigation of Recall Effects

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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
Language en_AU
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

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