Abstract
Advergames are generally believed to be an effective advertising format due to their gamified and engaging nature. The empirical evidence for this, however, is inconclusive, with several studies reporting nonsignificant or contradicting results. The current study aimed to address this research gap by providing a meta-analysis of five advergame effects (i.e., ad attitude, memory, persuasion, choice behavior, persuasion knowledge). A systematic search procedure was used and 38 relevant data sets were identified. The results indicate that, generally, (1) consumers have a more positive attitude toward advergames than other types of advertising; (2) brand and product information seems less likely to be remembered by consumers when it is communicated via an advergame versus different types of advertising; (3) advergames seem to be persuasive and (4) drivers of choice behavior; and (5) compared to other types of advertising, advergames are less likely to be recognized as advertising; finally, a metaregression model showed that (6) consumers’ age mitigates the persuasiveness of advergames, meaning that younger consumers seem more susceptible to the persuasive effect of advergames than older consumers are.
Highlights
Advergame Effect on Ad Attitude In line with our first hypothesis, we found a positive integrated effect for advergaming on ad attitude
Advergame Effect on Memory When estimating the effect of advergaming on memory, we found a negative integrated effect
These findings indicate that consumers seem less likely to remember brand and product cues when these are incorporated in advergames compared to when these are incorporated in other types of advertising
Summary
We aim to expand on their work by utilizing meta-analytical methods to systematically quantify five of these advergame effects: ad attitude, memory, persuasion, choice behavior, and persuasion knowledge activation. To assure that effects could be compared across studies, we aimed to identify all relevant experimental advergame research
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