Date of Award
Master of Science
Greenlee School of Journalism and Communication
This study examined how game player recognition and recall of ads are affected by ad placement, level of involvement with the game, and experience with video games. Test results supported the hypothesis that moderately involved players will recall and recognize more advertisements within the focal center than those placed in the periphery of vision. However, the hypothesis that highly experienced and highly involved players would not recall or recognize focal center advertisements was only partially supported. While highly involved/highly experienced players did recognize the focal center advertisements better than those placed peripherally, they could not recall ads regardless of their location within the game.
Aaron L. Follett
Follett, Aaron L., "The Effect of Focal Center and Peripheral Ad Placement, Player Involvement, and Player Experience on Recognition and Recall of Videogame Ads" (2012). Graduate Theses and Dissertations. 12755.