An experiment with 100 participants aged 18-24 was conducted to measure the effects of advertising in an online role-playing computer game on perceived interactivity and other aspects of gameplay experience. Results from a post-test questionnaire revealed insight into players' attitudes toward advertising in video game environments, and reflected varying levels of advertising awareness and recall, message recognition, and factors in purchasing habits.
Results suggested that while advertising in online games can sometimes trigger high advertising awareness rates, it can also reduce a game's perceived sense of realism and genuinely annoy players if not appropriately coordinated with the game environment. Whereas previous research has suggested that players usually accept in-game advertising when placed relevantly, this study shows the opposite can occur when advertisers make little or no effort to contextualize their ads within the game world. Results revealed negative attitudes toward in-game advertising from participants who played a version of the game featuring ads, yet females and non-gamers were more accepting of in-game advertising and more often perceived it as "interactive" than did males and avid gamers. Practical implications and suggestions for further research are discussed.
| Identifer | oai:union.ndltd.org:LSU/oai:etd.lsu.edu:etd-11162006-101838 |
| Date | 16 November 2006 |
| Creators | Lewis, Ben |
| Contributors | Margaret DeFleur, Anne Osborne, Lance Porter |
| Publisher | LSU |
| Source Sets | Louisiana State University |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lsu.edu/docs/available/etd-11162006-101838/ |
| Rights | unrestricted, I hereby certify that, if appropriate, I have obtained and attached herein a written permission statement from the owner(s) of each third party copyrighted matter to be included in my thesis, dissertation, or project report, allowing distribution as specified below. I certify that the version I submitted is the same as that approved by my advisory committee. I hereby grant to LSU or its agents the non-exclusive license to archive and make accessible, under the conditions specified below and in appropriate University policies, my thesis, dissertation, or project report in whole or in part in all forms of media, now or hereafter known. I retain all other ownership rights to the copyright of the thesis, dissertation or project report. I also retain the right to use in future works (such as articles or books) all or part of this thesis, dissertation, or project report. |
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