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: |
Beteiligte
Sonja Bidmon (intern) |
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Johanna Röttl (intern) |
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Ralf Terlutter (intern) |
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Zuordnung
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Fakultät für Wirtschafts- und Rechtswissenschaften
Institut für Unternehmensführung Abteilung für Marketing und Internationales Management
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AT - 9020 Klagenfurt |
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