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

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.


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.


Haiming Hang, Lancaster University, UK
Susan Auty, Lancaster University, UK


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


O8. Valuation and Allocation of Bought Time

Eisa Sahabeh Tabrizi, University of Southeast Norway
Marit Engeset, University of Southeast Norway
Luk Warlop, Norwegian School of Management, Norway

Read More


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


Liminal Motherhood: Relational Partners Experience of Liminality

Adriana Schneider Dallolio, Fundação Getúlio Vargas - FGV-EAESP
Eliane Zamith Brito, Fundação Getúlio Vargas

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.