Abstract
ABSTRACT This research examines consumer recall rates of advertising in video games and the effect the type of controller, hand held versus Natural User Interface (NUI) has on flow state. The natural user interface allows people to play video games where your body becomes the controller. The empirical data reported in this study indicated higher levels of flow and brand advertising recall when participants played a video game using a natural user interface without hand-held controller. These results held true for both aided and unaided advertising recall. Keywords Advergames, cognitive load, flow state, recall, natural user interface
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