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Onderzoek naar de invloed van attentie op de mate van recall van in-game advertenties

Keijzer, M. (2009) Onderzoek naar de invloed van attentie op de mate van recall van in-game advertenties.

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Abstract:This study examined the effectiveness of banner ads at game portals. It was predicted that the recall and recognition of banner ads would be low, due to the amount of attention needed to play the game. As predicted, recall and recognition of banner ads were very low. Participants could hardly remember one banner ad in the free and cued recall tasks. Recognition of banner ads turned out to be very poor as well, participants could only recognize one third of the banner ads being showed. Besides examining the effectiveness of banner ads, this research also explores the role of attention in recall of banner ads. By manipulating gaming experience and type of game, an attempt was made to find out differences in attention. It was predicted that in a skill game experienced players would score higher on recall and recognition tasks than novice players, due to the levels of attention in both conditions. It was also predicted that there would be no differences in recall and recognition between the experienced and novice players in the brain game condition. Results indicate that experienced participants in the skill game condition indeed recognized more banner ads than participants in the novice condition. These differences could not be found in scores of the recall tasks. As predicted, in the brain game condition, no differences in gaming experience were found. Results showed that attention plays an important role in memorizing banner ads on game portals
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:77 psychology
Programme:Psychology MSc (66604)
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