Realidad Virtual, videojuegos y publicidad in-gameUn estudio experimental en el colectivo adolescente con implicaciones empresariales para la industria del entretenimiento

  1. Alabau-Tejada, Nuria 1
  1. 1 Universitat de València
    info

    Universitat de València

    Valencia, España

    ROR https://ror.org/043nxc105

Revista:
Prisma Social: revista de investigación social
  1. Núñez Gómez, Patricia (coord.)
  2. Mañas Viniegra, Luis (coord.)
  3. Abuín Vences, Natalia (coord.)

ISSN: 1989-3469

Año de publicación: 2021

Título del ejemplar: Jóvenes y Nuevas Formas de Comunicación y Marketing

Número: 34

Páginas: 106-123

Tipo: Artículo

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Otras publicaciones en: Prisma Social: revista de investigación social

Resumen

Nowadays adolescents are digital natives which means individuals born and raised with the technology. From advertising communication, the only way to target these collectives ‘attention is to jump into the digitalization. The present experimental study analyzes 228 adolescents´ attentional behavior on a video game with brand placement and virtual reality, field scarcely investigating adolescents, and all the data is collected through a survey. The brand placement election is due to its non-invasive and embedded nature, traditional or non-traditional which is the case, a video game. Also, using virtual reality it is assumed better results accordingly to adolescents´ technological preferences. Results shown from adolescents’ attention limitations and using virtual reality, there is a cognitive task overlapping. As closer is the brand to player´s view sight, better recalls and attitudes towards the brand are seen. There is happened an overlapping of tasks to attend, improving adolescent´s attention in opposite to far brand positioning.  

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Fuente de los datos: Dialnet