TY - JOUR
T1 - Children playing branded video games
T2 - the impact of interactivity on product placement effectiveness
AU - Hang, Haiming
AU - Auty, Susan
PY - 2011/1
Y1 - 2011/1
N2 - This study extends product placement research by testing the impact of interactivity on product placement effectiveness. The results suggest that when children cannot interact with the placements in video games, perceptual fluency is the underlying mechanism leading to positive affect. Therefore, the effects are only evident in a stimulus-based choice where the same stimulus is provided as a cue. However, when children have the opportunity to interact with the placements in video games, they may be influenced by conceptual fluency. Thus, placements are still effective in a memory-based choice where no stimulus is provided as a cue.
AB - This study extends product placement research by testing the impact of interactivity on product placement effectiveness. The results suggest that when children cannot interact with the placements in video games, perceptual fluency is the underlying mechanism leading to positive affect. Therefore, the effects are only evident in a stimulus-based choice where the same stimulus is provided as a cue. However, when children have the opportunity to interact with the placements in video games, they may be influenced by conceptual fluency. Thus, placements are still effective in a memory-based choice where no stimulus is provided as a cue.
UR - http://www.scopus.com/inward/record.url?scp=79551479474&partnerID=8YFLogxK
UR - http://dx.doi.org.ezp1.bath.ac.uk/10.1016/j.jcps.2010.09.004
U2 - 10.1016/j.jcps.2010.09.004
DO - 10.1016/j.jcps.2010.09.004
M3 - Article
SN - 1057-7408
VL - 21
SP - 65
EP - 72
JO - Journal of Consumer Psychology
JF - Journal of Consumer Psychology
IS - 1
ER -