New Publication in Psychology & Marketing: Brand Placements in Video Games: How local in-game experiences influence brand attitudes
- Date: 30.01.2023
Psychology & Marketing has published a new paper titled “Brand Placements in Video Games: How local in-game experiences influence brand attitudes” by Moritz Ingendahl, Tobias Vogel, Michaela Wänke, Alexander Maedche. We investigate when and how brand placements in video games influence brand attitudes and show that evaluative conditioning and its cognitive mechanisms can be utilized to explain and predict advertising effects.
Further information is available here: https://onlinelibrary.wiley.com/doi/full/10.1002/mar.21770