Effects of cognition demand, mode of interactivity and brand anthropomorphism on gamers’ brand attention and memory in advergames

作者：

Highlights：

• Examine the effects of game cognition and its conditions on message attention and memory.

• Explains how different modes of interactivity influences message attention and memory.

• Analyses the conditional role of brand anthropomorphism.

• Advances the theoretical and practical understanding of non-traditional message communications.

摘要

•Examine the effects of game cognition and its conditions on message attention and memory.•Explains how different modes of interactivity influences message attention and memory.•Analyses the conditional role of brand anthropomorphism.•Advances the theoretical and practical understanding of non-traditional message communications.

论文关键词：Advergames,Cognition,Interactivity,Anthropomorphism,Attention,Recognition,Recall

论文评审过程：Received 22 July 2016, Revised 8 January 2017, Accepted 16 January 2017, Available online 18 January 2017, Version of Record 11 February 2017.

论文官网地址：https://doi.org/10.1016/j.chb.2017.01.033