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dc.contributor.advisorBolls, Paul David, 1966-eng
dc.contributor.authorD'Andrade, Nicholaseng
dc.date.issued2007
dc.date.submitted2007 Springen
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.en_US
dc.descriptionTitle from title screen of research.pdf file (viewed on October 23, 2007)en_US
dc.descriptionIncludes bibliographical references.en_US
dc.descriptionThesis (M.A.) University of Missouri-Columbia 2007.en_US
dc.descriptionDissertations, Academic -- University of Missouri--Columbia -- Journalism.en_US
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.b60730596en_US
dc.identifier.oclc176862533en_US
dc.identifier.otherDAndradeN-051707-T6889en_US
dc.identifier.urihttp://hdl.handle.net/10355/5106
dc.publisherUniversity of Missouri--Columbiaen_US
dc.relation.ispartof2007 Freely available theses (MU)en_US
dc.relation.ispartofcommunityUniversity of Missouri-Columbia. Graduate School. Theses and Dissertations. Theses. 2007 Theses
dc.subject.lcshComputer games -- Programmingen_US
dc.subject.lcshAdvertising -- Brand name productsen_US
dc.subject.lcshImplicit memoryen_US
dc.subject.lcshExplicit memoryen_US
dc.titleThe effects of varying levels of object change on explicit and implicit memory for brand messages within advergamesen_US
dc.typeThesisen_US
thesis.degree.disciplineJournalismen_US
thesis.degree.disciplineJournalismeng
thesis.degree.grantorUniversity of Missouri--Columbiaen_US
thesis.degree.levelMastersen_US
thesis.degree.nameM.A.en_US


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