Advergaming - How does cognitive overload effect brand recall? Differences between in-game advertising (IGA) and advergames

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dc.authorid0000-0003-3740-7456
dc.authorid0000-0002-7370-7504
dc.authorid0000-0003-4075-7166
dc.contributor.authorŞağkaya Güngör, Ayşegülen_US
dc.contributor.authorOzansoy Çadırcı, Tuğçeen_US
dc.contributor.authorKöse, Şirin Gizemen_US
dc.date.accessioned2017-04-14T12:41:31Z
dc.date.available2017-04-14T12:41:31Z
dc.date.issued2016-06-29
dc.departmentIşık Üniversitesi, İktisadi ve İdari Bilimler Fakültesi, İşletme Bölümüen_US
dc.departmentIşık University, Faculty of Economics and Administrative Sciences, Department of Managementen_US
dc.description.abstractAdvergaming serves as a new and valuable form of online advertising, especially for companies that target young consumers. This study examines the impacts of cognitive overload with placement prominence on respondents' brand recall, recognition and brand attitudes. An experiment was conducted on a group of university students with an exposure to an advergame under low and high cognitive load stimulus. Results showed that brands that are placed prominently are better recalled in high cognitive load condition. However, cognitive overload doesn't have any significant effect on the recognition of the main brand in which the advergames is specifically designed. Moreover, there is no difference in recall of subtly placed products in low and high cognitive load conditions. However, there is a significant difference in brand attitude in different cognitive loads. The study both investigated the context of advergames and as well in-game advertising (IGA) situations. The results of the study have both practical and theoretical implications.en_US
dc.description.versionPublisher's Versionen_US
dc.identifier.citationGüngör, A. Ş., Çadirci, T. O. & Köse, Ş. G. (2016). Advergaming - how does cognitive overload effect brand recall? differences between in-game advertising (IGA) and advergames. () doi:10.4018/978-1-5225-0435-1.ch020en_US
dc.identifier.doi10.4018/978-1-5225-0435-1.ch020
dc.identifier.endpage524
dc.identifier.isbn9781522504368
dc.identifier.isbn1522504354
dc.identifier.isbn9781522504351
dc.identifier.scopus2-s2.0-85014278987
dc.identifier.scopusqualityN/A
dc.identifier.startpage501
dc.identifier.urihttps://hdl.handle.net/11729/1228
dc.identifier.urihttp://dx.doi.org/10.4018/978-1-5225-0435-1.ch020
dc.indekslendigikaynakScopusen_US
dc.institutionauthorŞağkaya Güngör, Ayşegülen_US
dc.institutionauthorid0000-0003-3740-7456
dc.language.isoenen_US
dc.peerreviewedYesen_US
dc.publicationstatusPublisheden_US
dc.publisherIGI Globalen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.sourceHandbook of Research on Human-Computer Interfaces, Developments, and Applicationsen_US
dc.titleAdvergaming - How does cognitive overload effect brand recall? Differences between in-game advertising (IGA) and advergamesen_US
dc.typeBook Chapteren_US
dspace.entity.typePublication

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