The effects of varying levels of object change on explicit and implicit memory for brand messages within advergames

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The effects of varying levels of object change on explicit and implicit memory for brand messages within advergames

Please use this identifier to cite or link to this item: http://hdl.handle.net/10355/5106

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dc.contributor.advisor Bolls, Paul David, 1966- en
dc.contributor.author D'Andrade, Nicholas en_US
dc.date.accessioned 2010-01-12T19:10:09Z
dc.date.available 2010-01-12T19:10:09Z
dc.date.issued 2007 en_US
dc.date.submitted 2007 Spring en
dc.identifier.other DAndradeN-051707-T6889 en_US
dc.identifier.uri http://hdl.handle.net/10355/5106
dc.description The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file. en_US
dc.description Title from title screen of research.pdf file (viewed on October 23, 2007) en_US
dc.description Includes bibliographical references. en_US
dc.description Thesis (M.A.) University of Missouri-Columbia 2007. en_US
dc.description Dissertations, Academic -- University of Missouri--Columbia -- Journalism. en_US
dc.description.abstract This study examined the effects of varying levels of object change in advergames on implicit and explicit memory for the brand sponsoring the game. For the purposes of this thesis, object change was defined as an object entering the screen of an advergame to which a player must react to with a motor response using a mouse or keyboard. This study utilized a 2 (level of object change) x 5 (advergame) repeatedmeasures experiment. Explicit memory was measured using a speeded recognition test. Implicit memory was measured via a word-fill task assignment. A signal detection analysis of explicit memory data revealed that participants were less able to recognize brands they had seen in high object change games versus brands in low object change games. There were no significant differences in implicit memory for high object change game brands and low object change game brands. en_US
dc.language.iso en_US en_US
dc.publisher University of Missouri--Columbia en_US
dc.relation.ispartof 2007 Freely available theses (MU) en_US
dc.subject.lcsh Computer games -- Programming en_US
dc.subject.lcsh Advertising -- Brand name products en_US
dc.subject.lcsh Implicit memory en_US
dc.subject.lcsh Explicit memory en_US
dc.title The effects of varying levels of object change on explicit and implicit memory for brand messages within advergames en_US
dc.type Thesis en_US
thesis.degree.discipline Journalism en_US
thesis.degree.grantor University of Missouri--Columbia en_US
thesis.degree.name M.A. en_US
thesis.degree.level Masters en_US
dc.identifier.merlin .b60730596 en_US
dc.identifier.oclc 176862533 en_US
dc.relation.ispartofcommunity University of Missouri-Columbia. Graduate School. Theses and Dissertations. Theses. 2007 Theses


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