Seeing without looking: The effects of hemispheric functioning on memory for brands in computer games

Gunwoo Yoon, Patrick T. Vargas

Research output: Contribution to journalArticle

6 Citations (Scopus)

Abstract

The authors hypothesize that the effectiveness of in-game advertising is influenced by two inborn traits, bisected hemispheric functioning and physiological arousal, that are at the core of human behavior. A 2 (preattentive processing type) × 2 (arousal level) between-subjects design was employed in both Experiment 1 (well-known brand placement) and Experiment 2 (lesser-known brand placement). The results from the two experiments reveal that people show better recognition memory for in-game ads when brand names are presented peripherally in the right visual field and brand images are embedded peripherally in the left visual field. In addition, people can remember more brand ads when they experience less arousal (Experiment 1). This effect, however, is attenuated when unfamiliar brands are placed in the game (Experiment 2). Implications are discussed for further investigation.

Original languageEnglish (US)
Pages (from-to)131-141
Number of pages11
JournalJournal of Advertising
Volume42
Issue number2-3
DOIs
StatePublished - Apr 3 2013
Externally publishedYes

Fingerprint

Computer games
computer game
Data storage equipment
experiment
Experiments
brand name
Marketing
Functioning
Experiment
Processing
Arousal
experience

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing

Cite this

Seeing without looking : The effects of hemispheric functioning on memory for brands in computer games. / Yoon, Gunwoo; Vargas, Patrick T.

In: Journal of Advertising, Vol. 42, No. 2-3, 03.04.2013, p. 131-141.

Research output: Contribution to journalArticle

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