Children playing branded video games: the impact of interactivity on product placement effectiveness

Haiming Hang, Susan Auty

Research output: Contribution to journalArticle

39 Citations (Scopus)

Abstract

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.
Original languageEnglish
Pages (from-to)65-72
Number of pages8
JournalJournal of Consumer Psychology
Volume21
Issue number1
Early online date17 Oct 2010
DOIs
Publication statusPublished - Jan 2011

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