Abstract

Advergames are generally believed to be an effective advertising format due to their gamified and engaging nature. The empirical evidence for this, however, is inconclusive, with several studies reporting nonsignificant or contradicting results. The current study aimed to address this research gap by providing a meta-analysis of five advergame effects (i.e., ad attitude, memory, persuasion, choice behavior, persuasion knowledge). A systematic search procedure was used and 38 relevant data sets were identified. The results indicate that, generally, (1) consumers have a more positive attitude toward advergames than other types of advertising; (2) brand and product information seems less likely to be remembered by consumers when it is communicated via an advergame versus different types of advertising; (3) advergames seem to be persuasive and (4) drivers of choice behavior; and (5) compared to other types of advertising, advergames are less likely to be recognized as advertising; finally, a metaregression model showed that (6) consumers’ age mitigates the persuasiveness of advergames, meaning that younger consumers seem more susceptible to the persuasive effect of advergames than older consumers are.

摘要

由于广告游戏的游戏化和吸引力，通常被认为是一种有效的广告形式。然而，对此的经验证据尚无定论，有几项研究报告的结果不显着或相互矛盾。当前的研究旨在通过对五种广告博弈效应（即广告态度，记忆力，说服力，选择行为，说服知识）进行荟萃分析来弥补这一研究空白。使用了系统的搜索程序，并确定了38个相关数据集。结果表明，总体而言，（1）消费者对广告游戏的态度比其他类型的广告更为积极；（2）当通过advergame与不同类型的广告进行交流时，消费者不太可能记住品牌和产品信息；（3）advergames似乎具有说服力，（4）选择行为的驱动因素；（5）与其他类型的广告相比，广告游戏不太可能被视为广告；最后，元回归模型显示（6）消费者的年龄减轻了advergames的说服力，这意味着年轻的消费者似乎比老年消费者更容易受到advergame的说服力的影响。