The Effect of Arousal on Adolescent's Short-Term Memory of Brand Placements in Sports Advergames

The Effect of Arousal on Adolescent's Short-Term Memory of Brand Placements in Sports Advergames

Monica D. Hernandez (The University of Texas-Pan American, USA) and Sindy Chapa (Texas State University, USA)
DOI: 10.4018/978-1-60566-406-4.ch019
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Abstract

The authors’ study examined factors affecting Mexican adolescent’s memory of brand placements contained in advergames. Specifically, two concerns were investigated: (1) the effect of high/moderate arousal on adolescent’s short-term recognition, and (2) the effect of high/moderate arousal on brand confusion. Analyses indicated that high arousal advergames corresponded to both higher hit scores (better recognition) and lower false alarms (less confusion) than moderate arousal advergames. The findings revealed more accurate short-term memory when subjects were exposed to a high arousal condition than to a moderate arousal condition. Advertisers wishing to target adolescents could strengthen the recognition of their products and brands by relying on fast pace or competitive game genres.
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Background

Recent scholarly studies have addressed the effectiveness of product and brand placements in electronic games via assessment of brand recall. Nelson (2002) addressed short- and long-term brand recall and attitudes toward brand placements in commercial games among a small group of American players. Findings revealed that players were able to recall 25 to 30 percent of brands in the short term and about 10 to 15 percent in the long run. Brands demonstrated recall superiority when they were a major part of game-play, when they were local, new or atypical brands, or relevant to the player.

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