Effects of cognition demand, mode of interactivity and brand anthropomorphism on garners' brand attention and memory in advergames

摘要

This paper explores how game and message related characteristics of interactivity and brand anthropomorphism interact each other with garners' cognition demand (high cognition versus low cognition demand) to influence garners' brand attention, brand recall, and brand recognition in advergames. The mixed-measures experimental design study revealed that in high cognition demand game play, garners' brand attention, recognition, and recall are low, in comparison with low cognition demand game. However, in high cognition demand condition, garners exposed to brand interactivity game (versus no interactivity and game interactivity) showed higher brand attention and memory. The results also showed that garners' brand anthropomorphism works as a boundary condition which further shapes the above-said effects. (C) 2017 Elsevier Ltd. All rights reserved.