Advergames are computer games through which marketers promote their brands. While many studies have explored the influence of gamification of advertising, little is known about the nature of the consumer-brand interaction and its effect on consumers' cognitive reactions. We address this gap by conducting three experiments in which we manipulate (a) consumers' level of message construal depending upon their interactions with the brands to complete game tasks, and (b) regulatory focus (RF) (individual-level and game-induced). We measure the effects on consumers' brand memory and also examine the mediating role of flow experience. Different samples comprising of post-graduate students and adults are used in the experiments. Results reveal that a low (vs. high) construal level yields stronger brand memory. Also, a fit between RF (promotion and prevention) and construal level (high and low) results in better brand memory. Flow experience mediates the effects of the independent variables on brand memory.

中文翻译：

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广告游戏中品牌的心理距离如何影响消费者的品牌记忆？

Advergames 是一种电脑游戏，营销人员可以通过它来宣传他们的品牌。虽然许多研究探讨了广告游戏化的影响，但对消费者-品牌互动的性质及其对消费者认知反应的影响知之甚少。我们通过三个实验来解决这个差距，在这些实验中，我们操纵 (a) 消费者的信息解释水平，这取决于他们与品牌的互动以完成游戏任务，以及 (b) 监管焦点 (RF)（个人层面和游戏引发的）。我们测量了对消费者品牌记忆的影响，并检验了心流体验的中介作用。实验中使用了由研究生和成人组成的不同样本。结果表明，低（与高）的解释水平会产生更强的品牌记忆。还，RF（促进和预防）和解释水平（高和低）之间的匹配会产生更好的品牌记忆。心流体验调节自变量对品牌记忆的影响。