Investigating Product Placement in Video Games: the Effect of Mood on Children’S Choice

Are children likely to be influenced by product placement in video games? In experiment 1, we found that placements in video games directly affected their choice of brand. Unexpectedly, we found that children who like to play game with others (extraverts) are more likely to be influenced by product placement than solo players (introverts). However, when mood is manipulated (experiment 2), children in a happy mood are more likely to choose the brands in the game into their consideration set than those who are sad or angry, regardless of their preferred style of play.



Citation:

Haiming Hang and Susan Auty (2007) ,"Investigating Product Placement in Video Games: the Effect of Mood on Children’S Choice", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 39-40.

Authors

Haiming Hang, Lancaster Univerisity, U.K.
Susan Auty, Lancaster Univerisity, U.K.



Volume

E - European Advances in Consumer Research Volume 8 | 2007



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