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EMAC 2020 Annual Conference


I like you, but don't remember you-Mere Exposure Effects in Videogames and e-Sports.
(A2020-64052)

Published: May 27, 2020

AUTHORS

Michelle Gledhill, Manchester Metropolitan University; Paul Smith, Manchester Metropolitan University; Dominic Medway, Manchester Metropolitan University

KEYWORDS

brand; placement; videogames

ABSTRACT

This is the first empirical study investigating affective measures by assessing brand attitude formation by contrasting two different modes of consumption in videogaming, active (playing games) and passive (watching games) by assessing the Mere Exposure Effect (MEE). The study adopted a quasi-experiment between groups design, with a control, Watch and Play Group (300 participants, 100 in each group to examine brand attitude for 5 exposed fictitious brands and 5 non-exposed fictitious brands). Results indicate a frequently presented brand placement in a videogame can have a positive effect on players’ and watchers’ brand attitude when they do not recall the brand. It contributes to brand placement processing in videogames and builds on the existing paradigms of MEE, low-involvement processing and implicit and explicit processing. For game developers and brand owners it has implications for communications strategy, graphic design and effective position for placements.