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Please use this identifier to cite or link to this item: http://hdl.handle.net/1942/15338

Title: Play Buddies or Space Invaders? Players' Attitudes Toward In-Game Advertising
Authors: Poels, Karolien
Herrewijn, Laura
Issue Date: 2013
Publisher: M E SHARPE INC
Citation: JOURNAL OF ADVERTISING, 42 (2-3), p. 204-218
Abstract: 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.
Notes: Poels, K (reprint author), Univ Antwerp, Dept Commun Studies, B-2000 Antwerp, Belgium. Hasselt Univ, Diepenbeek, Belgium. karolien.poels@ua.ac.be
URI: http://hdl.handle.net/1942/15338
DOI: 10.1080/00913367.2013.774600
ISI #: 000318981900009
ISSN: 0091-3367
Category: A1
Type: Journal Contribution
Validation: ecoom, 2014
Appears in Collections: Research publications

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