Gaming With My Mobile. Product Placement in Video Games

Including branded products within mass media programming is becoming common, but the trends are the inclusion of the product placements in new technological medium like mobile, so we are focused the research in analyse the effectiveness of five variables on attitudes about product placement into the game they playing with their mobile. In this study we have considered that attitude toward product placement is related to media consumption. Six hypotheses were tested: Need for cognition, Attitude towards Video Games, Attitude towards Game, Knowledge of the Product Placed, and Congruency between Product Placed and the Video Game and Gender. The results show that these relationships were significant. Analytical results, managerial implications and representative comments from respondents are presented.


Jose Torrano (2011) ,"Gaming With My Mobile. Product Placement in Video Games", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 113-114.


Jose Torrano, Phd.Assistant Professor, Technical University of Cartagena, Spain


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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