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dc.contributor.advisorBolls, Paul David, 1966-eng
dc.contributor.authorD'Andrade, Nicholaseng
dc.date.issued2007eng
dc.date.submitted2007 Springeng
dc.descriptionThe 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.eng
dc.descriptionTitle from title screen of research.pdf file (viewed on October 23, 2007)eng
dc.descriptionIncludes bibliographical references.eng
dc.descriptionThesis (M.A.) University of Missouri-Columbia 2007.eng
dc.descriptionDissertations, Academic -- University of Missouri--Columbia -- Journalism.eng
dc.description.abstractThis 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.eng
dc.identifier.merlin.b60730596eng
dc.identifier.oclc176862533eng
dc.identifier.otherDAndradeN-051707-T6889eng
dc.identifier.urihttp://hdl.handle.net/10355/5106eng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartof2007 Freely available theses (MU)eng
dc.relation.ispartofcommunityUniversity of Missouri-Columbia. Graduate School. Theses and Dissertations. Theses. 2007 Theseseng
dc.subject.lcshComputer games -- Programmingeng
dc.subject.lcshAdvertising -- Brand name productseng
dc.subject.lcshImplicit memoryeng
dc.subject.lcshExplicit memoryeng
dc.titleThe effects of varying levels of object change on explicit and implicit memory for brand messages within advergameseng
dc.typeThesiseng
thesis.degree.disciplineJournalism (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelMasterseng
thesis.degree.nameM.A.eng


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