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Advergaming – How Does Cognitive Overload Effect Brand Recall?: Differences between In-Game Advertising (IGA) and Advergames

Advergaming – How Does Cognitive Overload Effect Brand Recall?: Differences between In-Game Advertising (IGA) and Advergames

Ayşegül Sağkaya Güngör, Tuğçe Ozansoy Çadırcı, Şirin Gizem Köse
Copyright: © 2016 |Pages: 24
ISBN13: 9781522504351|ISBN10: 1522504354|EISBN13: 9781522504368
DOI: 10.4018/978-1-5225-0435-1.ch020
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MLA

Güngör, Ayşegül Sağkaya, et al. "Advergaming – How Does Cognitive Overload Effect Brand Recall?: Differences between In-Game Advertising (IGA) and Advergames." Handbook of Research on Human-Computer Interfaces, Developments, and Applications, edited by João Rodrigues, et al., IGI Global, 2016, pp. 501-524. https://doi.org/10.4018/978-1-5225-0435-1.ch020

APA

Güngör, A. S., Çadırcı, T. O., & Köse, Ş. G. (2016). Advergaming – How Does Cognitive Overload Effect Brand Recall?: Differences between In-Game Advertising (IGA) and Advergames. In J. Rodrigues, P. Cardoso, J. Monteiro, & M. Figueiredo (Eds.), Handbook of Research on Human-Computer Interfaces, Developments, and Applications (pp. 501-524). IGI Global. https://doi.org/10.4018/978-1-5225-0435-1.ch020

Chicago

Güngör, Ayşegül Sağkaya, Tuğçe Ozansoy Çadırcı, and Şirin Gizem Köse. "Advergaming – How Does Cognitive Overload Effect Brand Recall?: Differences between In-Game Advertising (IGA) and Advergames." In Handbook of Research on Human-Computer Interfaces, Developments, and Applications, edited by João Rodrigues, et al., 501-524. Hershey, PA: IGI Global, 2016. https://doi.org/10.4018/978-1-5225-0435-1.ch020

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Abstract

Advergaming 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.

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