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A Proposed Accessibility Model of In-Game Advertising Effects

Dickinson, Ted Michael
http://rave.ohiolink.edu/etdc/view?acc_num=osu1469128159

Abstract Details

2016, Doctor of Philosophy, Ohio State University, Communication.
The extant research on in-game advertising (the placement of brand names into the environment of a video game) has largely focused on the effects of specific manipulations on explicitly measured cognitive, affective, and conative outcomes. A model synthesizing this research with the transactive model of attitude accessibility is proposed, and two studies were conducted testing relationships between brand manipulations and explicitly measured outcomes as mediated by attitude accessibility. Manipulations of brand reality, interactivity with branded objects, and functional congruity all significantly affected the accessibility of participants’ attitudes towards the target brand. Accessibility mediated the effects of brand reality on attitude towards the brand, and the effects of brand congruity on purchase intention. Ramifications for future research on the growing industry of in-game advertising are discussed.
David Ewoldsen, Ph.D. (Advisor)
Brad Bushman, Ph.D. (Committee Member)
Jesse Fox, Ph.D. (Committee Member)
99 p.
Communication; Marketing
In-game advertising; video games; brand placement; implicit measures

Recommended Citations

Citations

  • Dickinson, T. M. (2016). A Proposed Accessibility Model of In-Game Advertising Effects [Doctoral dissertation, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1469128159

    APA Style (7th edition)

  • Dickinson, Ted. A Proposed Accessibility Model of In-Game Advertising Effects. 2016. Ohio State University, Doctoral dissertation. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1469128159.

    MLA Style (8th edition)

  • Dickinson, Ted. "A Proposed Accessibility Model of In-Game Advertising Effects." Doctoral dissertation, Ohio State University, 2016. http://rave.ohiolink.edu/etdc/view?acc_num=osu1469128159

    Chicago Manual of Style (17th edition)

osu1469128159
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This open access ETD is published by The Ohio State University and OhioLINK.