THE MERE EXPOSURE EFFECT AND IN-GAME ADVERTISING

167 Pages·2010·1.96 MB·English

THE MERE EXPOSURE EFFECT AND IN-GAME ADVERTISING

Mary Helene Strand
M.A., California State University, Sacramento, 2010

THESIS

Submitted in partial satisfaction of
the requirements for the degree of

MASTER OF ARTS

in

COMMUNICATION STUDIES

at

CALIFORNIA STATE UNIVERISTY, SACRAMENTO

SPRING
2010

THE MERE EXPOSURE EFFECT AND IN-GAME ADVERTISING

A Thesis

by

Mary Helene Strand

Approved by:

__________________________________, Committee Chair
Dr. Diego Bonilla

__________________________________, Second Reader
Dr. David Zuckerman

__________________________________, Third Reader
Dr. Edith LeFebvre

____________________________
Date

ii
Student: Mary Helene Strand

I certify that this student has met the requirements for format contained in the University
format manual, and that this thesis is suitable for shelving in the Library and credit is to
be awarded for the thesis.

__________________________, Graduate Coordinator___________________
Dr. Mark A.E. Williams Date

Department of Communication Studies

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Abstract

of

THE MERE EXPOSURE EFFECT AND IN-GAME ADVERTISING

by

Mary Helene Strand

This thesis explores the effectiveness of the use of in-game advertising for persuasion.
The theory of Mere Exposure was used to develop the method and frame the data
collection and analysis. For purposes of data collection, 143 participants (73
experimental, 70 control) played either a video game that was modified to expose them to
an advertisement, or an unmodified version of the video game. Participants then
completed questionnaires regarding recall, product liking, game liking, and video game
experience. Statistical analysis showed that placing an advertisement within a video game
generates recall of the product or brand embedded. The use of in-game ads, however, did
not influence liking of the brand. In addition, there was no correlation between recall and
level of experience of the participant. Finally, there was no conclusive evidence of a
correlation between liking of the game itself, and liking of the product featured in the
game.

_______________________, Committee Chair
Dr. Diego Bonilla

_______________________
Date

iv
AKNOWLEDGEMENTS

I am extremely proud of this academic achievement and thankful for all of the
supportive people that continuously encouraged me throughout my academic career. I
would not have been as focused and confident in my work without the support of my
family, friends, and mentors.
Thank you, Mom and Dad for encouraging me to believe in myself and set the bar
high. Thank you, Brother for your support — and, of course, suggesting I move to
Sacramento! — and showing me what it means to pursue your passions. Armen, I greatly
appreciate your support for my academic endeavors and me as a person. You do not just
say I can do anything, you really believe it. I love you! Thank you, James for making my
experimental design possible by creating the stimulus and for helping me run the
sessions. Thank you Randy, Janet, Stacy, Chris, and Val for helping me stay motivated
through your constant interest in my work.
Dr. Bonilla, my committee chair, thank you for your guidance, input, and help
every step of the way. To my wonderful committee members, Dr. Zuckerman and Dr.
LeFebvre, I thank you for your excellent feedback, criticism, and support through the
whole process. All of you were influential in my success as a California State University,
Sacramento graduate student.
I love you all and appreciate your display of faith in my abilities since the outset
of my graduate career.
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TABLE OF CONTENTS
Page

Acknowledgements ........................................................................................................v
List of Tables ............................................................................................................... ix
List of Figures ................................................................................................................x
Chapter
1. INTRODUCTION ...................................................................................................1
2. BACKGROUND OF THE STUDY ........................................................................6
The World of Gaming ........................................................................................6
Genre ......................................................................................................6
In-Game Advertising: Types and Systems ..........................................18
In-Game Advertising: A New Business Model ..................................21
In-Game Advertising Effectiveness: Market Perspective ................................25
In-Game Advertising Effectiveness: Academic Perspective ...........................28
Recall as a Measure of Effectiveness...................................................30
Gamer Experience as a Factor in Recall Effectiveness .......................35
Positive Affect as a Measure of Recall Effectiveness .........................37
The Mere Exposure Effect: A New Perspective ..............................................45
Mere Exposure, Recall, and Recognition ............................................46
Mere Exposure and Positive Affect (Liking) .......................................50
Other Factors in Mere Exposure not Tested in Study ..........................65
Intent to Purchase: Familiarity Breeds Trust ...........................65
Recognition, Recall, and Positive Affect .................................68
Recognition as a Necessary Component for
Mere Exposure Effects .............................................................69

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Recognition as an Unnecessary Component for
Mere Exposure Effects .............................................................70
Optimum Exposure ..................................................................77
3. METHODOLOGY ................................................................................................79
Materials ..........................................................................................................79
Creation of Materials ...........................................................................79
Participants .......................................................................................................84
Cybersickness ......................................................................................85
Questionnaires..................................................................................................85
Procedure .........................................................................................................86
Measurements ..................................................................................................88
Gamer Experience ................................................................................88
Rated Experience with Game Used in Study .......................................88
Affect (Liking) .....................................................................................89
Recall ...................................................................................................90
4. DATA COLLECTION AND ANALYSIS ............................................................91
Descriptive Statistics ........................................................................................91
Reliability of Scales .........................................................................................93
Hypotheses .......................................................................................................93
Hypothesis 1A ......................................................................................93
Hypothesis 1B ......................................................................................94
Hypothesis 1C ......................................................................................95
Hypothesis 1D ......................................................................................95
Hypothesis 1E ......................................................................................96
Hypothesis 2A ......................................................................................97
Hypothesis 2B ......................................................................................97
Hypothesis 2C and Hypothesis 2D ......................................................98
Hypothesis 2E ......................................................................................99
5. FINDINGS AND INTERPRETATIONS ............................................................101
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Discussion ......................................................................................................101
Future Directions ...........................................................................................107
Methodology Directions ....................................................................107
Hypotheses Directions .......................................................................108
Possible Limitations .......................................................................................109
Conclusions ....................................................................................................111
Appendices .................................................................................................................112
Appendix A. Registration Form .................................................................................113
Appendix B. Questionnaires ......................................................................................116
Appendix C. Controls and Group Assignments .........................................................126
Appendix D. Consent to Participate in Research .......................................................128
Appendix E. Correspondence with Dr. Richard Moreland ........................................129
References ..................................................................................................................131
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