Video Games, Processing Fluency and Choice: Exploring Product Placement in New Media

Haiming Hang, Lancaster University, UK
Susan Auty, Lancaster University, UK
This study extends product placement research by testing whether or not there is any unique advantage of placing brands in video games over traditional media because of interactivity. Our three experiments showed that when a brand is just used as background in a video game, its effects are the same as other non-interactive media, namely only perceptual fluency occurs to bias children’s choice. However, when children have the opportunity to interact with the brand in the game, children’s subsequent choice of brand could be influenced by conceptual fluency. But this effect may be moderated by children’s regulatory fit/non fit when playing the game.
[ to cite ]:
Haiming Hang and Susan Auty (2009) ,"Video Games, Processing Fluency and Choice: Exploring Product Placement in New Media", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 799-799.