(Un)Truth in Bilingual Consumer Recall of Brands in Advergames: A Three-Country Comparison

摘要

We attempt to answer whether (1) there is a difference between retrieving memory by using recall or false recall of brands in an interactive and imagery-rich environment such as advergaming, and (2) there are differences in memory in the same context if the languages of proficiency are based on the same script (e.g. alphabetic/alphabetic such as Spanish/ English) vs. cross-script (e.g. logographic/alphabetic such as Chinese/English).