The Impact of Flow on Memory and Attitudes For In-Game Brand Placements: the Moderating Role of Brand Congruence and Placement Prominence

Iris Vermeir, University College Ghent and Ghent University, Belgium
Snezhanka Kazakova, Ghent University, Belgium
Tina Tessitore, Ghent University, Belgium
Verolien Cauberghe, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium
Results of two studies demonstrate that congruence moderates the impact of flow, leading to more affective and cognitive processing, while prominence only moderates the impact of flow on cognitive processing but not on affective processing.
[ to cite ]:
Iris Vermeir, Snezhanka Kazakova, Tina Tessitore, Verolien Cauberghe, and Hendrik Slabbinck (2012) ,"The Impact of Flow on Memory and Attitudes For In-Game Brand Placements: the Moderating Role of Brand Congruence and Placement Prominence", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 868-869.