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

Any de publicació: 2021

Títol de l'exemplar: Jóvenes y Nuevas Formas de Comunicación y Marketing

Número: 34

Pàgines: 106-123

Tipus: Article

DIALNET GOOGLE SCHOLAR lock_openDialnet editor

Altres publicacions en: Prisma Social: revista de investigación social

Resum

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.  

Referències bibliogràfiques

  • Adachi, P. J. C., & Willoughby, T. (2016). Does playing sports video games predict increased involvement in real-life sports over several years among older adolescents and emerging adults? Journal of Youth and Adolescence, 45(2), 391–401. https://doi.org/10.1007/s10964-015-0312-2.
  • Aliagas, I., Privado, J., & Merino, M. D. (2021). Proximity, Familiarity or Congruency? What influences memory of brand placement in videogames. Journal of Theoretical and Applied Electronic Commerce Research, 16(4), 811–827. https://doi.org/10.3390/jtaer16040046.
  • Berenguel, J. (2005). Product placement estrella invitada: La marca. Comunicación: Revista Internacional de Comunicación Audiovisual, Publicidad y Estudios Culturales, 3, 281–285. https://idus.us.es/bitstream/handle/11441/57658/product_placement_estrella_invitada_la_marca.pdf?sequence=1&isAllowed=y.
  • Besharat, A., Kumar, A., Lax, J. R., & Rydzik, E. J. (2013). Leveraging Virtual Attribute experience in video games to improve brand recall and learning. Journal of Advertising, 42(2–3), 170–182. https://doi.org/10.1080/00913367.2013.774593.
  • Bioulac, S., de Sevin, E., Sagaspe, P., Claret, A., Phillip, P., Micoulaud-Franchi, J. A., & Bouvard, M. P. (2017). What do virtual reality tools bring to child and adolescent psychiatry. L´Encephale, 44(3), 280–285. https://doi.org/10.1016/j.encep.2017.06.005.
  • Blakemore, S. J., Burnett, S., & Dahl, R. E. (2010). The role of puberty in the developing adolescent brain. Human Brain Mapping, 31(6), 926–933. https://doi.org/10.1002/hbm.21052.
  • Brown, C. A., Revette, A. C., de Ferranti, S. D., Fontenot, H. B., & Gooding, H. C. (2021). Conducting web-based focus groups with adolescents and young adults. International Journal of Qualitative Methods, 20, 160940692199687. https://doi.org/10.1177/1609406921996872.
  • Bruya, B., & Tang, Y. Y. (2018). Is Attention Really Effort? Revisiting Daniel Kahneman’s Influential 1973 Book Attention and Effort. Frontiers in Psychology, 9. https://doi.org/10.3389/fpsyg.2018.01133.
  • Burkhalter, J. N., Curasi, C. F., Thornton, C. G., & Donthu, N. (2017). Music and its multitude of meanings: Exploring what makes brand placements in music videos authentic. Journal of Brand Management, 24(2), 140–160. https://doi.org/10.1057/s41262-017-0029-5.
  • Colás-Bravo, P., & Quintero-Rodríguez, I. (2020). Respuesta de los/las adolescentes hacia una campaña de realidad virtual sobre violencia de género. Prisma Social: Revista de Ciencias Sociales, 30, 186–206. Recuperado de: https://revistaprismasocial.es/article/view/3695/4356.
  • De Jans, S., Hudders, L., & Cauberghe, V. (2018). Adolescents’ self-reported level of dispositional advertising literacy: how do adolescents resist advertising in the current commercial media environment? Young Consumers, 19(4), 402–420. https://doi.org/10.1108/yc-02-2018-00782.
  • Ernst, M., Benson, B., Artiges, E., Gorka, A. X., Lemaitre, H., Lago, T., Miranda, R., Banaschewski, T., Bokde, A. L. W., Bromberg, U., Brühl, R., Büchel, C., Cattrell, A., Conrod, P., Desrivières, S., Fadai, T., Flor, H., Grigis, A., Gallinat, J., . . . Martinot, J. L. (2019). Pubertal maturation and sex effects on the default-mode network connectivity implicated in mood dysregulation. Translational Psychiatry, 9(1). https://doi.org/10.1038/s41398-019-0433-6.
  • Ferguson, C. J., & Donnellan, M. B. (2017). are associations between “sexist” video games and decreased empathy toward women robust? A reanalysis of Gabbiadini et al. 2016. Journal of Youth and Adolescence, 46(12), 2446–2459. https://doi.org/10.1007/s10964-017-0700-x.
  • Google. (2017). It´s lit: A guide to what teens think is cool. Recuperado de: https://storage.googleapis.com/think/docs/its-lit.pdf.
  • Guerrero Cuevas, B., & Valero Aguayo, L. (2013). Efectos secundarios tras el uso de realidad virtual inmersiva en un videojuego. International Journal of Psychology and Psychological Therapy, 13(2), 163–178. Recuperado de: https://www.ijpsy.com/volumen13/num2/353/efectos-secundarios-tras-el-uso-de-realidad-ES.pdf.
  • Herrewijn, L., & Poels, K. (2014). Recall and recognition of in-game advertising: the role of game control. Frontiers in Psychology, 4. https://doi.org/10.3389/fpsyg.2013.01023.
  • Herting, M. M., & Chu, X. (2017). Exercise, cognition, and the adolescent brain. Birth Defects Research, 109(20), 1672–1679. https://doi.org/10.1002/bdr2.1178.
  • Kahneman, D. (1973). Attention and effort. Prentice Hall.
  • Lang, A. (2000). The limited capacity model of mediated message processing. Journal of Communication, 50(1), 46–70. https://doi.org/10.1111/j.1460-2466.2000.tb02833.x.
  • Lee, M., & Faber, R. J. (2007). Effects of product placement in on-line games on brand memory: A perspective of the limited-capacity model of attention. Journal of Advertising, 36(4), 75–90. https://doi.org/10.2753/joa0091-3367360406.
  • Leonhardt, M., & Overå, S. (2021). Are there differences in video gaming and use of social media among boys and girls? A Mixed Methods Approach. International Journal of Environmental Research and Public Health, 18(11), 6085. https://doi.org/10.3390/ijerph18116085.
  • Mills, K. L. (2016). possible effects of internet use on cognitive development in adolescence. Media and Communication, 4(3), 4–12. https://doi.org/10.17645/mac.v4i3.516.
  • Muros-Ruiz, B., Aragón-Carretero, Y., & Bustos-Jiménez, A. (2013). Youth’s usage of leisure time with video games and social networks. Comunicar, 20(40), 31–39. https://doi.org/10.3916/c40-2013-02-03.
  • Mustonen, T., Berg, M., Kaistinen, J., Kawai, T., & Häkkinen, J. (2013). Visual task performance using a monocular see-through head-mounted display (HMD) while walking. Journal of Experimental Psychology: Applied, 19(4), 333–344. https://doi.org/10.1037/a0034635.
  • Nelson, M. R., Yaros, R. A., & Keum, H. (2006). Examining the influence of telepresence on spectator and player processing of real and fictitious brands in a computer game. Journal of Advertising, 35(4), 87–99. https://doi.org/10.2753/joa0091-3367350406.
  • Nguyen, M., Tran, H., & Le, H. (2017). Exploration of the 3d world on the internet using commodity virtual reality devices. Multimodal Technologies and Interaction, 1(3), 15. https://doi.org/10.3390/mti1030015.
  • Niño González, J. I., Cuesta Cambra, U., & Martínez Martínez, L. (2019). Publicidad in-game (IGA): un análisis exploratorio de patrones de personalidad y de respuesta biométrica mediante expresión facial, GSR y eye-tracking. Prisma Social: Revista de Ciencias Sociales, 26, 116–130. Recuperado de: https://revistaprismasocial.es/article/view/3088/3317.
  • PEGI. (2019). Pan European Game Information. Recuperado de: https://bit.ly/2WwboqJ.
  • Redondo, I. (2012). The effectiveness of casual advergames on adolescents’ brand attitudes. European Journal of Marketing, 46(11/12), 1671–1688. https://doi.org/10.1108/03090561211260031.
  • Rodríguez Rodríguez, M., & García Padilla, F. M. (2021). El uso de videojuegos en adolescentes. Un problema de Salud Pública. Enfermería Global, 20(2), 557–591. https://doi.org/10.6018/eglobal.438641.
  • Schomaker, J. (2019). Unexplored territory: Beneficial effects of novelty on memory. Neurobiology of Learning and Memory, 161, 46–50. https://doi.org/10.1016/j.nlm.2019.03.005.
  • Schwartz, D., Kelleghan, A., Malamut, S., Mali, L., Ryjova, Y., Hopmeyer, A., & Luo, T. (2019). Distinct modalities of electronic communication and school adjustment. Journal of Youth and Adolescence, 48(8), 1452–1468. https://doi.org/10.1007/s10964-019-01061-8.
  • Ruiz, D., & Martín-Ramallal, P. (2019). Realidad virtual, publicidad y menores de edad. Revista ICONO14 Revista científica de Comunicación y Tecnologías emergentes, 17(1), 83–110. https://doi.org/10.7195/ri14.v17i1.1234.
  • Slater, A., Halliwell, E., Jarman, H., & Gaskin, E. (2017). more than just child’s play? An experimental investigation of the impact of an appearance-focused internet game on body image and career aspirations of young girls. Journal of Youth and Adolescence, 46(9), 2047–2059. https://doi.org/10.1007/s10964-017-0659-7.
  • Uriel, E. (1995). Análisis de datos: Series temporales y análisis multivariante. S.A. Alfa Centauro.
  • Van Berlo, Z. M., van Reijmersdal, E. A., Smit, E. G., & van der Laan, L. N. (2021). Brands in virtual reality games: Affective processes within computer-mediated consumer experiences. Journal of Business Research, 122, 458–465. https://doi.org/10.1016/j.jbusres.2020.09.006.
  • Vashist, D. (2018). Effect of product involvement and brand prominence on advergamers’ brand recall and brand attitude in an emerging market context. Asia Pacific Journal of Marketing and Logistics, 30(1), 43–61. https://doi.org/10.1108/apjml-01-2016-0014.
  • Wang, D. (2017). Gamified learning through unity 3D in visualizing environments. Neural Computing and Applications, 29(5), 1399–1404. https://doi.org/10.1007/s00521-017-2928-5.
Fuente de los datos: Dialnet