Advergame speed influence and brand recall: The moderating effects of brand placement strength and gamers’ persuasion knowledge

Abstract

This study explores the effect of advergame speed, brand placement strength and consumers’ persuasion knowledge on brand recall from the perspectives of attention and elaboration. Results show that low-speed advergames result in high brand recall as compared to high-speed advergames. A two-way interaction effect between advergame speed and brand placement strength reveals that for a low-speed advergame, a prominent brand placement results in higher brand recall than a subtle brand placement; for a high-speed advergame, there is no difference in brand recall between a prominent brand placement and a subtle brand placement. Further, for a low-speed advergame with prominent brand placement, subjects with high persuasion knowledge report higher brand recall than subjects with low persuasion knowledge. However, for a high-speed advergame with prominent brand placement, there is no difference in brand recall between subjects with high persuasion knowledge and subjects with low persuasion knowledge. Implications are provided.