The effects of embedding advertising in digital games has been explored in only a few controlled studies. This research provides results of an efficacy analysis of in-game advertising within the controlled environment of a racing car game, an environment in which advertising blends in naturally. The experiment was designed to understand the effectiveness of in-game advertising for both players and onlookers. Examining players in both Europe and the United States, this study measured how in-game advertising works on those who participate in electronic entertainment and those who watch it. The results indicate that such advertising is more effective for onlookers than for players. Implications for designers and researchers is discussed.
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Today, consumers expect companies to be socially responsible. However, the literature is undecided about the effects of communicating one's corporate social responsibility activities to consumers. This raises the question of how sustainability-driven companies can best advertise their products to stimulate ethical consumption: using self-benefit frames, where the main beneficiary is the consumer, or using other-benefit frames, where the main beneficiary is a third party. Using three experiments, this study examines the effect of other-benefit (vs. self-benefit) advertising frames on consumers' impulse purchases from sustainability-driven companies. Increasing impulse purchases can help such companies to strengthen their competitive positions. Additionally, it is studied to what extent two types of justification (moral versus deservingness) explain the proposed effect of advertising frames. The results show that only other-benefit frames affect impulse buying behavior, both directly, as mediated by moral justification. This study's insights may help sustainability-driven companies to decide on their advertising strategies by providing evidence that other-benefit-framed advertisements are more effective in enhancing impulse purchases than self-benefit-framed advertisements.
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PurposePhysical stores are increasingly dependent on impulse visits and the impulse purchases of passers-by. Interactive advertising screens in store windows could help retailers increase impulse-visit urges and impulse-buying urges. However, the effects of interactive screens in physical surroundings have not been studied before. Therefore, this study aimed to examine the effect of interactive screens on impulse urges and gain insight into the underlying mechanism that explains the possible effect.Design/methodology/approachAn interactive screen was placed in a store window. Using three field experiments, we studied the effect of interactivity-level (high vs low) on the impulse-visit and impulse-buying urges of passers-by, and the mediating role of self-agency in these effects.FindingsHighly interactive (compared to less interactive) advertising screens in store windows positively affect impulse-visit and impulse-buying urges through self-agency. Retailers can therefore use interactive advertising screens to increase the number of impulse purchases if feelings of self-agency are activated.Originality/valueThis is the first study to examine the extent to which interactive screens in a store window enhance the impulse-visit and impulse-buying urges of passers-by and the mediating factor of these effects. By conducting three field experiments, we achieved a high external validity and managed to share very reliable results owing to the replication of the findings.
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The key goal was to further develop, secure and disseminate knowledge and concepts concerning the role of high realism in Virtual Reality. It followed the Digital Media Concept professorship to create and examine the effects of high quality worlds and characters in VR. Key focus was on the effect of high versus low realism in (existing and non-existing) digital environments as well as digital characters and avatars (digital representations of human users) and embodied agents (digital representations of computer programs that have been designed to interact with, or on behalf of, a human). This means on the one hand getting better equipment and skills to digitize and create high realistic avatars in VR. And on the other hand this means that a better understanding of the concept of realism and quality is needed. This encompasses a whole range of terms that varies from realistic resemblance, to high fidelity appearance and (real-time interactive and authentic) behaviour based on high AI programming. Research showed that very important is congruency in realism between elements within a VR world. Furthermore it showed that high realism is not always needed to stimulate ‘real’ (VR) behaviour. High immersive experiences and impulse behaviour also functions in virtual environments that have lower levels of realism. Studies have been conducted within the field of health, entertainment, advertising, architecture and journalism. An example is the VR game Descend, see link (used to examine the effect of realism through resemblance).Partners: Radboud University, Enversed, Stanford University, University of Oregon, Cornell University, several companies
JIC BRO has recently launched its improved measurement methodology for OOH-advertising, BRO Next. Now this is ready, JIC BRO wants to add more realistic data to the attention-metric, as it has several areas to improve upon. Currently, benchmark data is international and not behavioral but claimed (tested on a computer screen, questions are asking a lot (too much) from consumers: e.g. ‘Please imagine that you are driving in your car…’). Therefore, JIC BRO asked a core team of human attention professionals to develop a methodology that is futureproof and can be used in any OOH-area. At the same time this project wants to develop new knowledge on attention behavior and measurements in waiting conditions.Societal issueThe needs and harms around pervasive messages in public spaces.Collaborative partnerHaystack Consulting.
