Play buddies or space invaders? Players' attitudes toward in-game advertising
K Poels, W Janssens, L Herrewijn - Journal of Advertising, 2013 - Taylor & Francis
K Poels, W Janssens, L Herrewijn
Journal of Advertising, 2013•Taylor & FrancisThis article investigates beliefs that players of digital games hold toward the practice of in-
game advertising (IGA), referred to as “attitudes toward in-game advertising”(AttIGA). The
hedonic nature of IGA is the strongest, positive predictor of AttIGA. Beliefs about IGA as a
means to lower games' prices contribute positively, and beliefs about fostering materialism
contribute negatively to AttIGA. Further, the relative importance of the belief factors
determining AttIGA relates to the playing frequency of role-playing games and racing games …
game advertising (IGA), referred to as “attitudes toward in-game advertising”(AttIGA). The
hedonic nature of IGA is the strongest, positive predictor of AttIGA. Beliefs about IGA as a
means to lower games' prices contribute positively, and beliefs about fostering materialism
contribute negatively to AttIGA. Further, the relative importance of the belief factors
determining AttIGA relates to the playing frequency of role-playing games and racing games …
This article investigates beliefs that players of digital games hold toward the practice of in-game advertising (IGA), referred to as “attitudes toward in-game advertising” (AttIGA). The hedonic nature of IGA is the strongest, positive predictor of AttIGA. Beliefs about IGA as a means to lower games’ prices contribute positively, and beliefs about fostering materialism contribute negatively to AttIGA. Further, the relative importance of the belief factors determining AttIGA relates to the playing frequency of role-playing games and racing games. The results contribute to theory building and practical considerations of digital games as an important yet underutilized advertising medium.
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