Doing good while playing: The impact of prosocial advergames on consumer response

作者：

Highlights：

• A prosocial advergame led to more favorable response toward the game and the company than a non-prosocial advergame.

• Game engagement mediated the relationship between advergame narratives and consumer response.

• In the prosocial advergame, prominent placement led to more favorable company evaluation than subtle placement.

• In the non-prosocial advergame, subtle placement led to more favorable company evaluation than prominent placement.

摘要

•A prosocial advergame led to more favorable response toward the game and the company than a non-prosocial advergame.•Game engagement mediated the relationship between advergame narratives and consumer response.•In the prosocial advergame, prominent placement led to more favorable company evaluation than subtle placement.•In the non-prosocial advergame, subtle placement led to more favorable company evaluation than prominent placement.

论文关键词：Prosocial advergame,Game narratives,Product placement,Game engagement,Affect transfer

论文评审过程：Received 14 August 2019, Revised 26 November 2019, Accepted 2 January 2020, Available online 3 January 2020, Version of Record 25 January 2020.

论文官网地址：https://doi.org/10.1016/j.chb.2020.106244