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Enjoyment of Advergames and Brand Attitudes

a a a a a
Kevin Wise , Paul D. Bolls , Hyo Kim , Arun Venkataraman & Ryan Meyer
a
Missouri School of Journalism
Published online: 01 Jul 2013.

To cite this article: Kevin Wise, Paul D. Bolls, Hyo Kim, Arun Venkataraman & Ryan Meyer (2008) Enjoyment of Advergames
and Brand Attitudes, Journal of Interactive Advertising, 9:1, 27-36, DOI: 10.1080/15252019.2008.10722145

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 ENJOYMENT OF ADVERGAMES AND BRAND ATTITUDES: THE IMPACT
OF THEMATIC RELEVANCE

Kevin Wise, Paul D. Bolls, Hyo Kim, Arun Venkataraman, Ryan Meyer

ABSTRACT: Campaigns increasingly implement advergames to engage consumers with a brand through interactive,
entertaining media content. However, little research tests the effects of specific features of advergames on desired advertising
outcomes. This article reports the results of an experiment designed to examine how variation in the thematic connection
between the game associated with an advergame and the brand affects the relationship between attitude toward the game
(equated with attitude toward the ad) and attitude toward the brand. The analysis reveals a stronger positive relationship between
attitude toward the advergame and attitude toward the brand when participants play games with a high thematic connection to
the brand's product. Therefore, designing advergames that relate thematically to the product of the sponsoring brand should
increase the likelihood of positive conditioning of brand attitudes evoked by playing an advergame.

Keywords: Advergames, Brand Attitude, and Relevance.

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The game for delivering a brand's message to a desired target
audience has changed. Advertisers previously played tag with
consumers, trying to chase them down and reach them by
saturating traditional media channels with traditional spot
advertising. Yet ad clutter, negative attitudes toward
traditional advertising, and a media landscape filled with a
mind-boggling number of media options for advertisers has
shifted the way the game is played. As a result, advertisers have
begun engaging consumers in a game of hide-and-seek by
imbedding brand messages in entertainment-oriented media
content. This growing advertising strategy, known as branded
entertainment, involves integrating elements of brand
communication into content that consumers seek out for
entertainment purposes. According to a recent report by PQ
Media Research, spending on branded entertainment efforts
will surpass $25 billion in 2008 (Business Wire 2008).
The Advergame
One form of branded entertainment is the advergame, a
videogame designed around a brand. Advergame executions
range from simply repurposing an existing, well-known game
(e.g., shooting baskets) to feature the brand in the gaming
environment to creating more elaborate, custom-built games
that involve detailed virtual experiences with the brand's
product (Wallace and Robbins 2006). Advergaming
constitutes part of the smallest but fastest growing segment of
branded entertainment marketing efforts. The tremendous
growth in the number of brands that include advergames as
part of their advertising strategy has been attributed to a desire
to engage youth and young adults who are increasingly
choosing online, interactive media over traditional media
(Business Wire 2008).
The practice of placing some form of brand communication in
entertainment media, including console or online games, is
not new. Product placement agreements between advertisers
and content providers have been commonplace for decades.
For example, the placement of products in movies caught
public attention in the 1980s when Reese's Pieces appeared in
the movie ET and Pepsi appeared in Back to the Future. Since
that time, the amount and prominence of product placement
in movies, television programs, and videogames has
significantly increased (La Ferle and Edwards 2006). Product
placement agreements allow advertisers to embed a brand
message in content produced by other media companies.
Advergaming in turn represents a departure from this
traditional form of product placement.
According to several scholars, an advergame represents a
unique form of branded entertainment because, in contrast to
placements purchased in other forms of gaming, the game
incorporated as part of an advergaming execution is produced
specifically for the sponsoring brand, in essence making the
game itself the brand message (Chen and Ringel 2001; Deal
2005). For example, an Orbitz advergame that has players race
through an airport provides a distinct form of branded
entertainment based on an Orbitz billboard that appears at the
Daytona 500 race. The opportunity to create entertaining
content in an advertisement for the brand establishes
advergaming as a form of branded entertainment that in
essence provides a hybrid form of brand messaging.
Advergames merge the level of advertiser control found in

Journal of Interactive Advertising, Vol 9 No 1 (Fall 2008), pp. 27‐36. 
© 2010 American Academy of Advertising, All rights reserved 
ISSN 1525‐2019 
 28  Journal of Interactive Advertising  Fall 2008
traditional advertising with the entertainment communication
context associated with product placement. Because of their
unique attributes, advergames hold tremendous potential for
delivering a brand's message in an engaging manner at a
fraction of the cost of television advertising (Bertrim 2005).
Campaign planners also appear to recognize this value; the
technology research firm Yankee Group (2006) predicts that
advergames will generate nearly $260 million in revenues by
2010. Wallace and Robbins (2006) also identify 27 interactive
agencies and game developers that specialize in the production
of advergames for clients.
Thus, advergaming provides a growing and unique form of
branded entertainment worthy of the attention of advertising
scholars. The significant potential of advergaming as a new
form of interactive advertising suggests proprietary research
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exists that evaluates the effectiveness of advergames, yet as
Winkler and Buckner (2006) note, little academic research
provides the potential to offer theoretically grounded insights
into the impact of specific features of advergames on desired
communication effects.
A growing number of scholars are turning their attention
toward advergames, but most studies involve content analyses
(Moore 2006), examine the effects of advergames on children
(Mallinckrodt and Mizerski 2007), or consider social policy
ramifications (Villafranco and Zeltzer 2006). Furthermore,
most research into in-game advertising focuses on traditional
product placements in online and console games rather than
advergames (Winkler and Buckner 2006).
More research that examines how specific features of
advergames affect desired advertising outcomes can reveal
theoretically grounded relationships between advergame
features and communication effects, as well as provide
practical insights for agencies and their clients. As noted by
McCarty (2004), in-depth knowledge of the effects of product
placement in traditional media did not exist until scholars
began systematically examining specific attributes of different
product placement executions; thus, research on advergames
should follow a similar direction. This study helps fill the
existing research gap regarding the effects of specific features
of advergames. The reported experiment examines how the
thematic connection between the game users play and the
brand that appears in the advergame influences the
relationship between attitude toward the game and attitude
toward the brand.
If advergames represent a more direct form of brand
advertising than other forms of branded entertainment, it
makes sense to conceptualize attitude toward the game as a
type of attitude toward the ad, a concept that has been studied
extensively by advertising scholars (for a review, see Brown
and Stayman 1992). Most scholarly interest in attitude toward
the ad results from its theorized relationship with attitude
toward the brand (Muehling and McCann 1993). This study
examines possible variations in a well-established relationship,
namely, variations in the strength of the relationship between
attitude toward the ad and attitude toward the brand, which
has practical and theoretical importance for advertising
professionals and scholars. Established models of advertising
effectiveness include the relationship between attitude toward
the ad and attitude toward the brand (e.g., MacKenzie and
Lutz 1989; Muehling, Laczniak, and Stoltman 1991), but
scholars have not specified production features of interactive
forms of advertising that might moderate the relationship
between attitude toward the ad and attitude toward the brand.
Such knowledge could be used to specify models of interactive
advertising effectiveness. Furthermore, if advertising
professionals have insight into the specific production features
that either enhance or weaken this relationship, they could
design interactive ads for clients more strategically. One such
production feature is the thematic connection between an
advergame and the brand it represents.
THEMATIC RELEVANCE
A limited body of research addresses the effect of congruency
or connection between entertaining content and an embedded
brand in product placement. Russell (2002) finds a positive
connection between the plot of a television program and the
modality of product placement on brand evaluations. Lee and
Faber (2007) also propose that for product placement in
games, congruity should represent the degree to which the
product category of a brand relates to the content of the game.
They examine the impact of congruity between embedded
brands and game content on memory and find better recall for
highly incongruent brands. Their study thus offers a rigorous
example of research into product placement in games,
including the presentation of nine different fictional brands in
a car racing game. In contrast, an advergame contains only
one brand, so participants do not have to process and respond
to different brands. This processing difference could give users
more opportunity to elaborate cognitively on the connection
between the game and the brand, which in turn could lead to a
different pattern of effects for congruency or thematic
connections between the game and brand on memory or
attitudinal measures.
 29  Journal of Interactive Advertising  Fall 2008
This study represents an initial step toward examining this
possibility, because it investigates how the thematic
connection between an advergame and the brand affects
attitudinal responses. A thematic connection between the
game and brand can be manipulated easily through the
structure of the game. If this feature leads to variation in the
strength of the relationship between attitude toward the
advergame and attitude toward the brand, professionals and
scholars will gain deeper insights into the effects of one of the
newest and fastest growing forms of interactive advertising.
Another critical issue to consider in studying advergames is
how brand communication effects evoked by an advergame
might compare to the effects observed for product placement
in movies, television, and other forms of gaming. Previous
research on branded entertainment investigates the impact of
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various features of product placement on brand recall
(d'Astous and Chartier 2000; Gupta and Lord 1998; Russell
2002; Sabherwal, Pokrywczynski, and Griffin 1994). This line
of research reveals that modality (visual/verbal), prominence
of the placement, and congruence between the brand and
media content have distinct effects on brand recall.
Researchers also have proposed that the effects of product
placement in movies and television programs could differ
somewhat from those found for games because of the
interactive nature of games (Nicovich 2005). The mental and
motor activities involved in playing a game differ from the
passive nature of viewing television programs and movies;
specifically, viewing a movie does not require a division of
attention to the same degree as does playing a game.
Brand placements in games thus might not be as memorable,
because playing the game is the primary focus of attention and
processing the presence of brands within the game is
secondary, performed only with spare cognitive resources that
are not being used by the primary task (Grigorovici and
Constantin 2004). Previous research finds low levels of brand
recall for product placements in video games (Chaney, Lin,
and Chaney 2004), yet research into advergames specifically
reveals relatively high levels of recall (Winkler and Buckner
2006). This difference in memory effects between online or
console games and advergames represents one of the
potentially interesting differences for distinct branded
entertainment executions.
The mental activity demanded by television programs, movies,
online or console games, and advergames probably varies,
which implies the potential for significant differences in the
effects of branded entertainment executions in these media
channels. To identify the similarities and differences in the
effects of specific forms of branded entertainment, more
studies must consider the effects of specific features of
branded execution, including thematic connection, on desired
outcomes, such as positive attitude toward the brand.
The connection between a brand and the content in which a
brand message is embedded has positive effects on persuasion.
In a study of online sponsorship, Rodgers (2003) finds that a
strong linkage in the relevance of a sponsored Web site with
the sponsoring brand enhances the persuasive impact of
sponsorship. Shamadasani, Stanaland, and Tan (2001) also
find more positive attitudes toward the ad, positive attitudes
toward the brand, and higher purchase intentions in response
to banner ads placed on product-relevant Web sites. Research
on product placement in television also shows that product
placements related to the plot of a television program elicit
more favorable brand attitudes than do unrelated placements
(Russell 2002). The positive effects of connections between the
brand and content on attitudes should extend to advergames,
but no empirical evidence supports this assumption.
Furthermore, previous research has not explored how the
thematic connection may influence the relationship between
specific attitudes. This study therefore examines the
relationship between attitude toward the game and attitude
toward the brand.
Lutz, MacKenzie, and Belch (1983) systematically describe the
relationship between attitude toward the ad and attitude
toward the brand. Their relationship model with the most
support uses dual mediation, through which attitude toward
the ad has both a direct relationship with attitude toward the
brand and an indirect relationship through brand cognitions
(Brown and Stayman 1992; Gardner 1985; Homer 1990; Lutz,
MacKenzie, and Belch 1983). Petty and Cacioppo's (1986)
elaboration likelihood model of persuasion (ELM) provides
the theoretical foundation for the relationship between
attitude toward the ad and attitude toward the brand; their
direct relationship may result from message processing that
occurs in the peripheral route of the ELM (Miniard, Bhatla,
and Rose 1990). Attitude toward the ad may affect processing
in the central ELM route by influencing brand cognitions,
which in turn affect attitude toward the brand (Miniard,
Bhatla, and Rose 1990).
Previous research further explicates the relationship between
attitude toward the ad and attitude toward the brand in terms
of general paths. However, no extensive research identifies
specific message features that may influence relationship
 30  Journal of Interactive Advertising  Fall 2008
strength. Advergaming presents a unique opportunity for
researchers to study variation in the strength of the
relationship between attitude toward the ad and attitude
toward the brand in the context of branded entertainment,
because it is easy to manipulate the game features and then
measure any changes in attitudes. This study therefore focuses
on how the thematic connection between the brand and the
game influences this relationship.
Similar to Lee and Faber's (2007) notion of congruency,
thematic connection refers to the conceptual match between
the brand's product and game content. For example, higher
thematic connection marks an advergame for Nike running
shoes that has players engage in a virtual footrace compared
with a Nike running shoes advergame that features a gun
shooting range game. In turn, how might the thematic
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connection between an advergame and the brand lead to
variation in the strength of the relationship between attitude
toward the game and attitude toward the brand?
Previous research suggests that positive attitudes evoked by
exposure to an ad translate into positive attitudes toward the
brand through conditioning procedures (Allen and
Janiszewski 1989; Shimp, Stuart, and Engle 1987). One specific
mechanism, direct affect transfer (Kim, Allen, and Kardes
1996), involves attitude conditioning through the transfer of
positive affect evoked by exposure to an unconditioned
stimulus (i.e., advergame) to an unconditioned stimulus (i.e.,
the brand) (Allen and Shimp 1990). Attitudes also can be
conditioned through cognitive mechanisms, in that people can
draw inferences about a conditioned stimulus on the basis of
properties or information present in the unconditioned
stimulus (Fishbein and Ajzen 1975). Kim, Allen, and Kardes
(1996) support conditioning of brand attitudes evoked by the
presentation of attractive visual images through both cognitive
mechanisms and the direct transfer of positive affect. This
finding makes sense in light of more recent theoretical views
suggesting that exposure to a media message engages both
cognitive and emotional processes and that emotion and
cognition are intertwined in the human information
processing system (Lang 2006).
If people draw inferences about a brand from information
presented in an advergame and transfer the positive affect
evoked by playing the game to the brand, the features of
advergames that make it easier to engage in attitude
conditioning procedures should strengthen the relationship
between attitude toward the game and attitude toward the
brand. Alternatively, advergame features that make it more
difficult to engage in conditioning procedures should weaken
this relationship. The thematic connection between the game
used in an advergame and the brand could be such a feature.
Information processing of ads also requires encoding
information from the message into working memory and
storing it in long-term memory, where consumers can retrieve
it later in their evaluation and decision-making tasks (Lang
2006). Conceptualizations of human memory as an integrated
network of concepts, attributes of objects, and beliefs
(Anderson 1990) imply that information encountered in the
environment, such as stimuli in an advergame, gets stored in a
pattern of interconnected nodes. Lang (2006) also proposes
that the strength and number of connections between nodes
containing information from a media message determines
how well the message becomes stored in memory and,
ultimately, how easily it can be retrieved.
In addition to information contained in an ad, people store
attitudes in their associated memory network (Roskos-
Ewoldsen, Arpan-Ralstin, and St. Pierre 2002). Thus, both the
evaluative experience of playing an advergame and
conditioned attitudes toward the brand may represent
interconnected nodes in an associative memory network.
Because conditioning of brand attitudes involves the
systematic pairing of ad information with existing information
about the brand, games that strengthen this pairing should
result in a stronger connection in memory between attitude
toward the game and attitude toward the brand. A high degree
of thematic connection between an advergame and the brand
therefore should strengthen the pairing between the game and
the brand, resulting in a stronger connection between
conditioned brand attitudes and attitude toward the game in
people's associated memory network. This pattern of attitude
conditioning should become manifest in a stronger observed
relationship between attitude toward the game and attitude
toward the brand as a result of playing advergames with a high
degree of thematic connection to the brand, compared with
playing advergames with low thematic connection to the
brand. The primary hypothesis of this experiment therefore
posits:
H1: There is a stronger positive relationship between
attitude toward the game and attitude toward the brand
for advergames with a high thematic connection between
the game and the brand than for advergames with low
thematic connection.
To test this hypothesis, this research uses an experiment in
which adult participants play two advergames created by
 31  Journal of Interactive Advertising  Fall 2008
Orbitz, an online travel company. The manipulation of the
thematic connection involves randomly assigning participants
to one of two groups, such that they play either games with a
travel-related theme or games that have little to do with travel.
Attitude toward Orbitz is measured both before the
experiment and after participants finish playing the games, at
which point they also indicate how much they enjoyed the
gaming experience. Support for the hypothesis exists if
enjoyment of the gaming experience accounts for more of the
positive change in attitude toward the brand among
participants who play the advergames with high thematic
connections to the brand.
METHOD
Participants
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Forty-three non-student residents of a Midwest college town
were recruited for this experiment through locally posted
flyers, e-mail, and word of mouth. Technical difficulties
required discarding data from 3 participants; therefore, the
final sample consists of data from 40 people (11 men, 29
women). The mean age of this sample is 40 years (standard
deviation [SD] = 16.4, range = 21-81). This adult sample
includes people likely to have sufficient disposable income to
purchase travel from online Web sites such as Orbitz.
However, they have relatively little experience with online
games; 70% report playing online games only once a month or
less. Participants received $20 for taking part in the
experiment.
Design
In the 2 (thematic connection: high/low) × 2 (game) mixed-
design experiment, thematic connection is a between-subjects
factor that refers to the degree to which the advergame relates
conceptually to the brand's product. The game provides a
within-subjects replicate factor. Participants play two
randomly assigned advergames, both with either high or low
thematic connection.
Participants in the high thematic connection advergame
condition play "Find Your Hotel" and "Gondoliero," both of
which have a travel-related theme that reinforces the
association between Orbitz and travel. The object of "Find
Your Hotel" is to negotiate a series of obstacles and find a
hotel; the object of "Gondoliero" is to win a series of gondola
races set in the canals of Venice.
Participants in the low thematic connection advergame
condition play "Paper Football" and "Sink The Putt." "Paper
Football" is based on a table game in which one person tries to
flick a folded paper triangle between a set of goalposts that
another person has made with his or her fingers. "Sink The
Putt" is a computerized version of miniature golf, in which
participants try to putt a ball into a hole in the fewest possible
shots. Pretests of the games by a small group (N = 6) of
strategic communication students, who played a total of eight
games on the Orbitz games Web site, indicated the two games
that they thought were most and least conceptually related to
travel. The Orbitz logo and slogan appeared in the corner of all
four games. No active integration of the brand occurs in any of
the four games, though the word Orbitz appears in the playing
area of the "Paper Football" game.
Dependent Variables
Attitude Toward the Game. Enjoyment evoked by a game
should be consciously expressed by participants in the form of
their attitude toward the game. To measure attitude toward
the game, the study uses a standard measure of attitude toward
the ad that previous research demonstrates is reliable and valid
(Yoon, Bolls, and Lang 1998). The scale consists of six sets of
bipolar adjectives placed on seven-point scales:
Appealing/Unappealing, Pleasant/Unpleasant, Dynamic/Dull,
Attractive/Unattractive, Enjoyable/Not Enjoyable, and
Refreshing/Depressing. The Cronbach's alpha for this scale is
.97, and the ratings are summed across word pairs to create an
index that represents attitude toward the game.
Attitude Toward the Brand. The attitude toward the brand
measure also uses a standard attitude toward the brand
semantic differential scale that previous research has
confirmed as reliable (Muehling and Laczniak 1988). The
anchoring word pairs are Positive/Negative, Good/Bad, and
Favorable/Unfavorable, rated on seven-point scales. To
disguise Orbitz as the brand of interest in this study initially,
participants completed the scale for four online travel
companies: Orbitz, Expedia, Hotwire, and Travelocity. The
study measures attitude toward the brand during a pretest,
prior to playing the advergames, and a posttest, after playing
the games. The Cronbach's alphas for the pretest and posttest
applications of this scale are .96 and .94, respectively. Thus, the
three scale items may be collapsed to form an index of attitude
toward the brand.
Procedure
After entering the laboratory, participants sat at desks with
computers and provided their informed consent. The study
instructions told participants that the author was interested in
 32  Journal of Interactive Advertising  Fall 2008
 

their attitudes toward different online travel companies and
indicated how to complete the brand attitude pretest using a
computer equipped with Media Lab software (Jarvis 2004).
When participants completed the pretest, a researcher
attached sensors to their hands and face to collect some
physiological data during the game (not reported here).
Participants then took part in an unrelated experiment about
electronic newspapers, which increased the time (30 minutes)
between when participants completed the pretest measure of
attitude toward the brand and when they played the
advergames and completed the posttest brand attitude
measure. All participants viewed the same stimuli during the
unrelated experiment. Following the unrelated experiment,
participants played two Orbitz advergames for 5 minutes each,
determined by their random assignment to one of the two
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We next test our hypothesis by running the same regression
separately for each thematic connection condition. As we
show in Table 1, attitude toward the game significantly
predicts changes in attitude toward the brand when a high
thematic connection marks the game and the brand, which is
not the case when a low thematic connection exists between
the game and the brand. A Z-test (Paternoster et al. 1998)
demonstrates that the regression coefficients differ
significantly between these two conditions (z = 3.54, p < .05),
in support of our hypothesis that the positive relationship
between attitude toward the game and attitude toward the
brand occurs only when the thematic connection is high
(versus low).
Table 1. Linear Regression of Game Enjoyment on Change
in Attitude Toward the Brand (N = 40)

thematic connection conditions. Media Lab randomized the

order in which participants played their two games. After each Condition B t SE Beta AdjR2 F p<
game, participants completed an attitude toward the game B
scale. When participants had finished playing and evaluating
Overall .05 3.15 .02 .46 .19 9.92 .01
both games, they filled out the posttest measure of brand
attitude, then were debriefed, paid, and dismissed. The entire Relevant .22 3.04 .02 .58 .30 9.24 .01
experiment lasted approximately one hour.
Irrelevant .12 1.71 .02 .37 .09 2.91 .11
RESULTS
DISCUSSION
We hypothesize that attitude toward the game should have a
stronger positive effect on attitude toward the brand when This study provides initial insight into the effect of a specific
participants play product-relevant advergames, such that a feature of advergames-that is, relevance to the advertised
positive change in attitude toward the brand should occur product-on the relationship between attitude toward the game
between the pretest and the posttest measurement. Thus, the and attitude toward the brand. The change in brand attitude
brand attitude data submitted for analysis include a change attributable to game enjoyment is stronger for product-
score computed by subtracting the pretest index from the relevant advergames than for product-irrelevant advergames.
posttest index. We average the attitude toward the game scale In this study, relevance is conceptualized as the degree to
over both games each participant played. which the game has a thematic connection to the advertised
product (e.g., travel-themed advergames for online travel
We first consider attitude toward the game by condition by companies).
summing the indices from both games that each participant
played. The mean attitudes toward advergames with high (M = Managerial Implications
56.2, SD = 14.19) versus low (M = 60.5, SD = 15.45) thematic At face value, these results suggest that the most effective
connections do not differ significantly (t(38) = -.92, p > .36). advergame executions involve the design of product-relevant
Levene's test (F(1,38) = .03, p > .87) indicates the homogeneity games, which can be accomplished by building games that
of variance across the two conditions. Prior to testing our engage players in activities related to a behavior they would do
hypothesis, we ran a regression using attitude toward the game if they purchased the sponsoring brand's product. Such efforts
as a predictor of change in attitude toward the brand, may be easier in some product categories than in others.
irrespective of condition. As Table 1 shows, attitude toward Travel, the category used in this experiment, should be a fairly
the game significantly predicts change in attitude toward the easy context around which to build product-relevant games.
brand, regardless of whether the advergame is thematically We can also imagine product-relevant advergames for a
connected to the product. category like lawn care products, in which the player might be
challenged to rid a virtual lawn of pests. The challenge to game

 
 
 33  Journal of Interactive Advertising  Fall 2008
 

designers will be to design product-relevant games without
sacrificing the entertainment value of the game. An
entertaining game will always be the most critical feature of an
effective advergame, because the desired communication effect
is to transfer positive affect from an entertaining media
experience to the brand. As its bottom line, our experiment
notes that not all entertaining games will be equally effective in
achieving this goal. Advertising managers should evaluate the
product relevance of proposed games for an advergaming
effort to ensure the execution has the strongest positive effect
on brand attitudes. The games in our experiment illustrate that
the positive effect of product-relevant advergames can be
achieved with fairly simplistic, and probably less expensive,
online games.
Theoretical Implications
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Resource and time limitations make it difficult to perform a
single experiment on multiple advergames for multiple brands
and products. However, the effect of any given game feature
on desired advertising outcomes could vary across product
categories targeted at different users, which increases the
importance of experiments that involve different brands and
products, as well as different and larger groups of people.
Furthermore, even simplistic advergames, such as those used
in this study, are very complex stimuli from a
cognitive/emotional processing perspective. Game features
other than those studied herein will always be potential
confounds for experiments in this area.
Implementing a repeated measures design, in which
participants play more than one advergame containing the
feature of interest, may help minimize the statistical impact of

other features on data analysis. Another way to address this

Our results provide further evidence that the transfer of
issue would be to establish a growing body of research about
positive affect elicited by entertaining media content to the
the effects of advergame features, especially in terms of the
sponsoring brand likely involves a mental process that could
relationship between attitude toward the ad and attitude
improve brand attitudes. According to an associated network
toward the brand. Examples of additional features that should
view of human memory, advergame features that increase the
be investigated for their potentially significant effects on
mental connection between game content and the sponsoring
responses to advergames include the visual complexity of the
brand also should increase the ease of positive affect transfer,
graphics and the dominance of the brand placement.
leading to a stronger relationship between attitudes toward the
Researchers need to play their own block-building games by
game and brand attitudes. Our finding that increasing the
conducting experiments about game features and thus build
thematic connection between an advergame and the
knowledge for advertising managers about the design of
sponsoring brand makes attitude toward the game a stronger
advergames that will achieve maximal effects for their clients.
predictor of attitude toward the brand is consistent with a
We believe this study provides initial knowledge about this
theoretical explanation of this phenomenon based on affect
severely underresearched advertising execution.
transfer.
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ABOUT THE AUTHORS
Kevin Wise (Ph.D., Stanford University) is an Assistant
Professor of Strategic Communication and Co-Director of the
PRIME (Psychological Research on Information and Media
Effects) Lab at the University of Missouri School of
Journalism. His research interests include the cognitive and
emotional processing of interactive media. E-mail:
wisekr@missouri.edu.
Paul Bolls (Ph.D., Indiana University) is an Associate
Professor of Strategic Communication and Co-Director of the
PRIME Lab at the University of Missouri School of
Journalism. His research agenda is focused on the cognitive
and emotional processing of media content. E-mail:
bollsp@missouri.edu.
 36  Journal of Interactive Advertising  Fall 2008
 

Hyo Kim (M.A., Syracuse University) is a Doctoral Candidate

at the University of Missouri School of Journalism. She is
interested in media effects and public relations. E-mail:
hjkw94@mizzou.edu.

Arun Venkataraman (M.A., University of Missouri) is an

analyst at Godbe Research. E-mail: akvwd6@mizzou.edu.

Ryan Meyer is a Senior majoring in Strategic Communication

at the University of Missouri School of Journalism. E-mail:
WRMeyer@mizzou.edu.
ACKNOWLEDGMENT
This research was funded by a grant from the Center for the
Digital Globe (CDiG) at the University of Missouri.
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