ABSTRACT Several studies on in-game advertising have shown that, in line with flow theory, enjoyment increases brand recall. Others, in line with Lang's limited capacity model of motivated mediated message processing (LC4MP), have yielded opposite results, suggesting that higher cognitive load associated with the interactive nature of digital games have an adverse effect. A between-subjects experiment (N = 561) demonstrates the important impact of visual and auditory feedback on enjoyment and its subsequent effects on brand recall. Players experience more enjoyment when the character's facial expression, vocal sounds, and a progress bar confirm their achievement. The results showed a negative effect of enjoyment on recognition and a negative effect of cognitive load on implicit recall. A negative interaction effect of enjoyment and cognitive load on free recall was found.

中文翻译：

---

充满乐趣？对数字游戏中享乐度和认知负荷作为品牌保留决定因素的作用的实验研究

摘要关于游戏内广告的多项研究表明，根据流量理论，享受可以增加品牌的召回率。其他与Lang的动机介导的消息处理（LC4MP）能力有限模型相一致的结果却相反，这表明与数字游戏互动性质相关的较高认知负荷会产生不利影响。受试者间实验（N = 561）证明了视觉和听觉反馈对娱乐的重要影响及其对品牌召回的影响。当角色的面部表情，嗓音和进度条确认其成就时，玩家将获得更多的乐趣。结果显示，享乐对识别有负面影响，认知负荷对内隐回忆有负面影响。