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Mary Strand in the Communication Studies Department at California State University, Sacramento

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Mary Strand in the Communication Studies Department at California State University, Sacramento 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 iii 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. v 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 vi 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 vii 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
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