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

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


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 languageEnglish
Title of host publicationEntertainment Computing - ICEC 2008
EditorsScott M. Stevens, Shirley J. Saldamarco
Number of pages12
Volume5309 LNCS
Place of PublicationBerlin, Heidelberg
PublisherSpringer Berlin Heidelberg
Publication date01.09.2009
ISBN (Print)978-3-540-89221-2
ISBN (Electronic)978-3-540-89222-9
Publication statusPublished - 01.09.2009
Event7th International Conference on Entertainment Computing - Pittsburgh, United States
Duration: 25.09.200827.09.2008
Conference number: 74482


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