Does game rules work as a game changer? Analyzing the effect of rule orientation on brand attention and memory in advergames

作者：

Highlights：

• Analyses the usefulness of rule enacted gameplay as an advertisement tool.

• Analyses the usefulness of different game related characteristics which shape the execution of rule enactment in advergames.

• Analyses the mechanism through which the rule orientation and its conditions influence message related outcomes.

• Provides managerial implications for those who are using games as a message execution medium.

摘要

•Analyses the usefulness of rule enacted gameplay as an advertisement tool.•Analyses the usefulness of different game related characteristics which shape the execution of rule enactment in advergames.•Analyses the mechanism through which the rule orientation and its conditions influence message related outcomes.•Provides managerial implications for those who are using games as a message execution medium.

论文关键词：Advergames,Rule orientation,Attention,Memory,Congruence,Autonomy,Integration,Brands

论文评审过程：Available online 28 December 2017, Version of Record 28 December 2017.

论文官网地址：https://doi.org/10.1016/j.chb.2017.12.034