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The effect of extraversion, external arousal, and game-experience on memory performance in in-game advertisements

Schipper, J. (2014) The effect of extraversion, external arousal, and game-experience on memory performance in in-game advertisements.

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Abstract:This study investigates the interaction between the level of extraversion, the level of external arousal and game-experience and its effect on memory performance in video games for advertising purposes. One-hundred participants (i.e., 50 introverted, 50 extraverted) voluntarily participated in a between-subjects experiment executed in the video game Grand Theft Auto V under either the low-arousal or the high-arousal external condition. The performance of participants was investigated with recall and recognition (i.e., explicit memory), and word-completion (i.e., implicit memory) tests. Results show that participant’s recognition performance on brand identifiers were based on an interaction between extraversion, external arousal and experience. Introverted participants performed better in the low-arousal condition while extraverted participants performed better in the high-arousal condition, only if the participants had high game-experience. Low-experienced participants did not differ significantly. Recall performance was based on an interaction between extraversion and external arousal. Introverted participants performed better in the low-arousal condition while extraverted participants performed better in the high-arousal condition. Implicit memory performance was based on experience and extraversion. Introverted participants performed better than extraverted participants in any condition due to the probable use of intentional retrieval strategies by introverts. Finally, the practical implications of this study were that investors with an introverted target group should integrate their brand identifier in low-arousal video game contexts, whereas investors with an extraverted target group should integrate their brand identifier in high-arousal video game contexts (i.e., blood, screams, fast speed, weapons, cursing, etc.).
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/69201
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