Vortrag: A jump’n’run game in 2D, 3D or virtual reality: How do men and women ...

Stammdaten
Titel: A jump’n’run game in 2D, 3D or virtual reality: How do men and women differ in game experience and in memory of and attitude towards brand placements?
Beschreibung:

The study investigates gender differences in a video game that is either played in a 2D, 3D or virtual reality (VR) version in an experimental setting. It differentiates between game related variables (flow, attitude toward the game, arousal, mood, involvement) and brand placement related variables (brand recall, brand recognition, attitude toward the product). A jump’n’run game with three levels was programmed in a 2D, 3D, and VR version. 237 players participated in the study and played one version of the game. ANOVA analysis results show that female and male video game players differ substantially from each other, but almost no interaction with the technology used was found. The study further explores whether flow mediates the impact of gender on brand placement related variables by usage of the PROCESS macro (model 59). We address limitations and implications for researchers, marketers and video game designers.
Schlagworte: gender differences, brand placement, video game, virtual reality
Typ: Angemeldeter Vortrag
Homepage: http://www.europeanadvertisingacademy.org/docs/2019/ICORIA-2019-programme-updated.pdf
Veranstaltung: 18th International Conference on Research in Advertising (ICORIA 2019) (Krems )
Datum: 29.06.2019
Vortragsstatus:

Zuordnung
Organisation Adresse
Fakultät für Wirtschafts- und Rechtswissenschaften
  Institut für Unternehmensführung
  Abteilung für Marketing und Internationales Management
Universitätsstrasse 65-67
9020 Klagenfurt
Österreich
  -994004
   manuela.pirker@aau.at
zur Organisation
Universitätsstrasse 65-67
AT - 9020  Klagenfurt

Kategorisierung
Sachgebiete
  • 502020 - Marktforschung
  • 502019 - Marketing
Forschungscluster
  • Humans in the Digital Age
  • Unternehmertum
Vortragsfokus
  • Science to Science (Qualitätsindikator: I)
Klassifikationsraster der zugeordneten Organisationseinheiten:
TeilnehmerInnenkreis
  • Überwiegend international
Publiziert?
  • Nein
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