Should I Win or Should I not Lose? : A Research Framework Exploring the Role of Motivation in Processing Brand Related Information in Advergames

Authors

  •   Tathagata Ghosh Assistant Professor, Department of Marketing and Strategy, E-209, ICFAI Business School, Hyderabad, Survey No. 156/157, Donthanapally Village Shankerpalli Mandal, Ranga Reddy District - 501 203, Hyderabad
  •   Venu Gopal Rao Associate Professor and Coordinator, Department of Marketing and Strategy, C-102, ICFAI Business School Hyderabad, Survey No. 156/157, Donthanapally Village Shankerpalli Mandal, Ranga Reddy District - 501 203 Hyderabad

DOI:

https://doi.org/10.17010/ijom/2015/v45/i2/79992

Keywords:

Advergames

, Advergame Outcome, Implicit Memory, Information Processing, Motivation, Regulatory Focus

Paper Submission Date

, June 3, 2014, Paper sent back for Revision, December 2, Paper Acceptance Date, December 10, 2014.

Abstract

Extant research dealing with information processing in advergames focuses mostly on players' limited capacity aspect of attention and persuasion knowledge, persuasive potency of advergames, information-processing fluency, and the development of flow and arousal among players. One primary facet of advergames that remains under-investigated is the effect of game outcomes, that is, wins and losses, on players' motivation and the influence of outcome-induced motivation on information processing. Furthermore, earlier studies predominantly considered players' explicit memory like brand recall and recognition while ignoring a salient unconscious measure, namely implicit memory. This paper provides a conceptual framework that explored the influence of advergame outcomes and messages on players' motivation and its subsequent impact on processing embedded brand elements. Conceptual fabric of the proposed model was derived from a motivational principle, regulatory focus theory, and implicit memory literature to explain how outcome-induced motivation influences players' nature of information processing, implicit memory, emotions, and brand and game attitudes. Academic and managerial implications were also discussed.

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Published

2015-02-01

How to Cite

Ghosh, T., & Rao, V. G. (2015). Should I Win or Should I not Lose? : A Research Framework Exploring the Role of Motivation in Processing Brand Related Information in Advergames. Indian Journal of Marketing, 45(2), 47–58. https://doi.org/10.17010/ijom/2015/v45/i2/79992

Issue

Volume 45, Issue 2, February 2015

Section

Articles
Crossref
Scopus
Google Scholar
Europe PMC

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