How placement affects brand preferences in advergames: A test of inhibition and facilitation processes during search

作者：

Highlights：

• In three experiments, we investigated the effects of brand placements in advergames.

• Mere exposure effects in advergames are limited.

• Brand placements are affected by biased competition during visual processing.

• Brand preferences increase when placed brands are relevant for the game.

• Placements on/close to a search target have no effects on brand preferences.

摘要

•In three experiments, we investigated the effects of brand placements in advergames.•Mere exposure effects in advergames are limited.•Brand placements are affected by biased competition during visual processing.•Brand preferences increase when placed brands are relevant for the game.•Placements on/close to a search target have no effects on brand preferences.

论文关键词：Advergames,Game advertisements,Brand placement,Brand choice,Distractor devaluation,Biased competition,Selective attention,Search processes

论文评审过程：Received 25 January 2022, Revised 8 April 2022, Accepted 7 May 2022, Available online 14 May 2022, Version of Record 25 May 2022.

论文官网地址：https://doi.org/10.1016/j.chb.2022.107328