Effects of Product Placement in On-Line Games on Brand Memory: A Perspective of the Limited-Capacity Model of Attention

  title={Effects of Product Placement in On-Line Games on Brand Memory: A Perspective of the Limited-Capacity Model of Attention},
  author={Mira Lee and Ronald J. Faber},
  journal={Journal of Advertising},
  pages={75 - 90}
This study explores the conditions under which product placement in an on-line game will get noticed and be remembered from a perspective of the limited-capacity model of attention. Results show that the location of brand messages in the game (referred to here as proximity), game involvement, and prior game-playing experience interact to influence brand memory. Although experienced players in the moderate-involvement condition recognize focal brands better than the peripheral brands, the… Expand
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  • 2002
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