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Grinding The Axe Body Spray: Linking Gamer Experience And Brand Recall In Guitar Hero Iii, Miranda Coy Lemon
Grinding The Axe Body Spray: Linking Gamer Experience And Brand Recall In Guitar Hero Iii, Miranda Coy Lemon
LSU Master's Theses
The growth in popularity of social video games that appeal to a wide variety of audiences offers new opportunities for in-game advertisers to reach beyond the traditional gamer market. The current study aimed to test the effectiveness of in-game advertising placements in the popular video game, Guitar Hero III, based on the Limited Capacity Model of Mediated Motivated Message Processing (LC4MP). The Limited Capacity Model predicts that experienced gamers utilize fewer mental resources when playing video games because the repeated action of playing video games eventually becomes automatic. An experienced gamer would therefore have a greater capacity to remember in-game …