Investigating product placement in video games: the effect of regulatory fit on children’s choice

Haiming Hang, Susan Auty

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Original languageEnglish
Title of host publicationProceedings of 2008 Global Marketing Conference at Shanghai
Publication statusPublished - 2008

Cite this

Hang, H., & Auty, S. (2008). Investigating product placement in video games: the effect of regulatory fit on children’s choice. In Proceedings of 2008 Global Marketing Conference at Shanghai