Winning Versus not Losing: Exploring the Effects of In-Game Advertising Outcome on its Effectiveness
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- 作者：Tathagata Ghosh tghosh@ibsindia.org" class="auth_mail" title="E-mail the corresponding author
- 关键词：In-game advertising outcome ; Performance feedback ; Motivation ; Regulatory focus ; Implicit memory ; Explicit memory ; Game attitude ; Brand attitude ; Emotions
- 刊名：Journal of Interactive Marketing
- 出版年：2016
- 出版时间：November 2016
- 年：2016
- 卷：36
- 期：Complete
- 页码：134-147
- 全文大小：684 K
文摘
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Players winning and losing the IGA are induced with more promotion and prevention focus respectively.
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Players receiving positively and negatively framed feedback are induced with more promotion and prevention focus respectively.
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Promotion focused players have higher implicit and lower explicit memory than prevention focused players.
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Promotion focused players have more favorable brand and game attitude than prevention focused players.
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Regulatory focus mediates the effects of game outcome and performance feedback on memory, and brand and game attitude.