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

7 Scopus citations

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

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing

Fingerprint Dive into the research topics of 'Seeing without looking: The effects of hemispheric functioning on memory for brands in computer games'. Together they form a unique fingerprint.

  • Cite this