Motivated Processing of Peripheral Advertising Information in Video Games

摘要

An experiment, guided by the Limited Capacity Model of Motivated Mediated Message Processing (LC4MP), manipulated players' motivational activation states during play of a custom-built first-person shooter video game and examined memory of billboard advertisements embedded in the game's peripheral content. In line with the LC4MP, a memory sensitivity test demonstrated that encoding of peripheral billboard advertisements was greatest during moderate-medium aversive activation and worst with moderate-high aversive activation. However, storage, measured using cued recall, was greater with moderate-medium appetitive activation when compared with other motivational states. The findings extend understandings of motivated cognitive processing of secondary advertising information in video game contexts.