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dc.contributor.advisorLeshner, Glenneng
dc.contributor.authorPeters, Sara Jeaneng
dc.date.issued2008eng
dc.date.submitted2008 Summereng
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 August 14, 2009)eng
dc.descriptionThesis (M.A.) University of Missouri-Columbia 2008.eng
dc.description.abstractThis study examined the effects of congruity and proximity on game players' brand memory, attitude toward the brand, and resources available at encoding for advergames. A 2(congruity) x 2(proximity) x 2(advergame) repeated-measures experiment was used. Implicit memory was measured using a word-fragment completion task while explicit memory was measured using a recognition test. Attitude toward the brand was measured using three, seven-point attitude scales. STRTs were used to index resources available at encoding. Brand familiarity and prior game-playing experience served as moderating variables. Results showed that when brands are centrally placed in advergames where the brand is congruent to the game content, game players' explicit memory improves. When the brands are congruent to the game content, game players' implicit memory improves and their attitude toward the brand tends to be more positive as well.eng
dc.description.bibrefIncludes bibliographical referenceseng
dc.identifier.merlinb70638482eng
dc.identifier.oclc430494815eng
dc.identifier.urihttps://doi.org/10.32469/10355/5756eng
dc.identifier.urihttps://hdl.handle.net/10355/5756
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartofcommunityUniversity of Missouri-Columbia. Graduate School. Theses and Dissertations. Theses. 2008 Theseseng
dc.rightsOpenAccess.eng
dc.rights.licenseThis work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.
dc.subject.lcshAdvertising -- Brand name productseng
dc.subject.lcshViral marketingeng
dc.subject.lcshVideo gameseng
dc.titleGet in the game : the effects of game-product congruity and product placement proximity on game players' processing of brands embedded in 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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