The Effect of Playful Web Experiences on Brand Attitude Formation

Charla Mathwick, Portland State University
ABSTRACT - Enjoyable immersion in online information search, an affect-laden experience referred to as perceived play, is examined in relation to attitude formation. Framed by the attitude-toward-the-ad literature and theory related to the influence of affect on evaluative outcomes, the relationship between perceived play, attitude-toward-the-Web site (Aweb), and focal brand (Abrand) were modeled under high versus low involvement search conditions. Under heightened involvement, only play surfaced as a significant predictor of brand attitudes. However, when engaged in low involvement search, Aweb and perceptions of play combine to influence Abrand. This finding suggests the value inherent in play exerts a meaningful influence on attitude formation.
[ to cite ]:
Charla Mathwick (2005) ,"The Effect of Playful Web Experiences on Brand Attitude Formation", in NA - Advances in Consumer Research Volume 32, eds. Geeta Menon and Akshay R. Rao, Duluth, MN : Association for Consumer Research, Pages: 65-65.