Advergame speed influence and brand recall: The moderating effects of brand placement strength and gamers’ persuasion knowledge

作者：

Highlights：

• Low speed advergames can help in processing an ad when it is more prominently placed.

• Persuasion knowledge affects recall in low speed/prominent brand placement games.

• Persuasion knowledge has no effect on recall in high-speed/prominent placement games.

• Increased persuasion knowledge leads to more serious processing of advertising.

摘要

•Low speed advergames can help in processing an ad when it is more prominently placed.•Persuasion knowledge affects recall in low speed/prominent brand placement games.•Persuasion knowledge has no effect on recall in high-speed/prominent placement games.•Increased persuasion knowledge leads to more serious processing of advertising.

论文关键词：Advergames,Persuasion knowledge,Limited capacity model,Brand placement,Ad recall

论文评审过程：Received 12 January 2016, Revised 16 April 2016, Accepted 8 May 2016, Available online 21 May 2016, Version of Record 21 May 2016.

论文官网地址：https://doi.org/10.1016/j.chb.2016.05.022