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

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.



Citation:

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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 868-869.

Authors

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



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

Paying to Purchase a Conversation Topic

Hillary Wiener, University at Albany
Joshua Wiener, Oklahoma State University, USA

Read More

Featured

P11. A Price Premium on A Trivial but Weak Preferred Attribute Increase Choice: The Roles of Scarcity, Arousal and Perceived Risk

Yueyan Wu, Hunan University, China
Chunyan Xie, Western Norway University of Applied Sciences
Zhi Yang, Hunan University, China
Luluo Peng, Hunan University, China

Read More

Featured

Feeling Bad by Wanting More or Wanting More by Feeling Bad: The Materialism - Well-Being Cycle

Esther Doriette Tamara Jaspers, Massey University
Rik Pieters, Tilburg University, The Netherlands

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.