When Items Become Victims: Brand Memory in Violent and Nonviolent Games

André Melzer; Brad J. Bushman; Ulrich G. Hofmann

doi:10.1007/978-3-540-89222-9_2

When Items Become Victims: Brand Memory in Violent and Nonviolent Games

André Melzer, Brad J. Bushman, Ulrich G. Hofmann

Abstract

This paper introduces the AdRacer system for multifaceted testing and in-depth analyses of game effects and in-game advertising efficiency. AdRacer combines an immersive driving simulator, 3D game environment, recording of players' gaze directions, and application of memory tests. A pilot study tested the effects of game violence on memory for brands shown as billboard ads in a racing game. In contrast to findings with TV violence, game violence did not impede brand memory. Memory results were also not mediated by visual attention during encoding. Compared to a matching nonviolent version, playing a violent game resulted in superior brand retrieval, yet participants showed fewer and shorter eye fixations on the billboard ads. Hence, caution seems to be recommended in transferring standard results from the ``passive'' TV medium to the interactive game medium.

Original language	English
Title of host publication	Entertainment Computing - ICEC 2008
Editors	Scott M. Stevens, Shirley J. Saldamarco
Number of pages	12
Volume	5309 LNCS
Place of Publication	Berlin, Heidelberg
Publisher	Springer Berlin Heidelberg
Publication date	01.09.2009
Pages	11-22
ISBN (Print)	978-3-540-89221-2
ISBN (Electronic)	978-3-540-89222-9
DOIs	https://doi.org/10.1007/978-3-540-89222-9_2
Publication status	Published - 01.09.2009
Event	7th International Conference on Entertainment Computing - Pittsburgh, United States Duration: 25.09.2008 → 27.09.2008 Conference number: 74482

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10.1007/978-3-540-89222-9_2

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title = "When Items Become Victims: Brand Memory in Violent and Nonviolent Games",

abstract = "This paper introduces the AdRacer system for multifaceted testing and in-depth analyses of game effects and in-game advertising efficiency. AdRacer combines an immersive driving simulator, 3D game environment, recording of players' gaze directions, and application of memory tests. A pilot study tested the effects of game violence on memory for brands shown as billboard ads in a racing game. In contrast to findings with TV violence, game violence did not impede brand memory. Memory results were also not mediated by visual attention during encoding. Compared to a matching nonviolent version, playing a violent game resulted in superior brand retrieval, yet participants showed fewer and shorter eye fixations on the billboard ads. Hence, caution seems to be recommended in transferring standard results from the ``passive'' TV medium to the interactive game medium.",

author = "Andr{\'e} Melzer and Bushman, {Brad J.} and Hofmann, {Ulrich G.}",

year = "2009",

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Melzer, A, Bushman, BJ & Hofmann, UG 2009, When Items Become Victims: Brand Memory in Violent and Nonviolent Games. in SM Stevens & SJ Saldamarco (eds), Entertainment Computing - ICEC 2008. vol. 5309 LNCS, Lecture Notes in Computer Science , vol. 5309 LNCS, Springer Berlin Heidelberg, Berlin, Heidelberg, pp. 11-22, 7th International Conference on Entertainment Computing, Pittsburgh, Pennsylvania, United States, 25.09.08. https://doi.org/10.1007/978-3-540-89222-9_2

When Items Become Victims: Brand Memory in Violent and Nonviolent Games. / Melzer, André; Bushman, Brad J.; Hofmann, Ulrich G.
Entertainment Computing - ICEC 2008. ed. / Scott M. Stevens; Shirley J. Saldamarco. Vol. 5309 LNCS Berlin, Heidelberg: Springer Berlin Heidelberg, 2009. p. 11-22 ( Lecture Notes in Computer Science ; Vol. 5309 LNCS).

Research output: Chapters in Books/Reports/Conference Proceedings › Conference contribution › peer-review

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AB - This paper introduces the AdRacer system for multifaceted testing and in-depth analyses of game effects and in-game advertising efficiency. AdRacer combines an immersive driving simulator, 3D game environment, recording of players' gaze directions, and application of memory tests. A pilot study tested the effects of game violence on memory for brands shown as billboard ads in a racing game. In contrast to findings with TV violence, game violence did not impede brand memory. Memory results were also not mediated by visual attention during encoding. Compared to a matching nonviolent version, playing a violent game resulted in superior brand retrieval, yet participants showed fewer and shorter eye fixations on the billboard ads. Hence, caution seems to be recommended in transferring standard results from the ``passive'' TV medium to the interactive game medium.

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When Items Become Victims: Brand Memory in Violent and Nonviolent Games

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