Title
Play buddies or space invaders? Players' attitudes towards in-game advertising
Author
Faculty/Department
Faculty of Applied Economics
Faculty of Social Sciences. Communication Sciences
Publication type
article
Publication
Clemson, S.C. ,
Subject
Economics
Mass communications
Source (journal)
The journal of advertising. - Clemson, S.C., 1972, currens
Volume/pages
42(2013) :2-3 , p. 204-218
ISSN
0091-3367
1557-7805
ISI
000318981900009
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
This article investigates beliefs that players of digital games hold toward the practice of in-game advertising (IGA), referred to as attitudes toward in-game advertising (AttIGA). The hedonic nature of IGA is the strongest, positive predictor of AttIGA. Beliefs about IGA as a means to lower games prices contribute positively, and beliefs about fostering materialism contribute negatively to AttIGA. Further, the relative importance of the belief factors determining AttIGA relates to the playing frequency of role-playing games and racing games. The results contribute to theory building and practical considerations of digital games as an important yet underutilized advertising medium.
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