Cultural persuasive affordances in advergaming design across cultures: a conceptual model

This paper presents a discussion on across-cultural design and persuasive gaming, particularly for advertising purposes. The concept of advergaming is related to the integration of the brand attributes and the creation of persuasive messages inside the advergame. From a design perspective, aspects that are part of persuasive design across cultures are examined. Following this, a conceptual framework with the integration of cultural persuasive affordances that could be considered in studies involving persuasion, gaming, branding and cross-cultural consumer behavior is presented.

[1]  Ian Bogost,et al.  Persuasive Games: The Expressive Power of Videogames , 2007 .

[2]  James Noble,et al.  Game design strategies for collectivist persuasion , 2009, Sandbox@SIGGRAPH.

[3]  Susan B. Kretchmer.  Advertainment: The Evolution of Product Placement as a Mass Media Marketing Strategy , 2004 .

[4]  Asimina Vasalou,et al.  Problematizing cultural appropriation , 2014, CHI PLAY.

[5]  C. Ruiz-Mafé,et al.  Acceptance of Branded Video Games (Advergames): A Cross-Cultural Study Spain-USA , 2014 .

[6]  Janet Horowitz Murray,et al.  Inventing the Medium: Principles of Interaction Design as a Cultural Practice , 2011 .

[7]  Frans Mäyrä,et al.  The Contextual Game Experience: On the Socio-Cultural Contexts for Meaning in Digital Play , 2007, DiGRA Conference.

[8]  Steffen P. Walz,et al.  Gamification and Culture , 2014 .

[9]  M. Nelson,et al.  How Advergame Content Influences Explicit and Implicit Brand Attitudes: When Violence Spills Over , 2013 .

[10]  Joey Reiman.  The Story of Purpose: The Path to Creating a Brighter Brand, a Greater Company, and a Lasting Legacy , 2012 .

[11]  L. Chernatony.  Creating Powerful Brands , 2010 .

[12]  Robert Zubek,et al.  MDA : A Formal Approach to Game Design and Game Research , 2004 .

[13]  Hy Mariampolski,et al.  Ethnography for marketers : a guide to consumer immersion , 2006 .

[14]  Jennifer Aaker,et al.  Empathy Versus Price: The Influence of Emotional Appeals Across Cultures , 1998 .

[15]  Anthony F. Norcio,et al.  Cross Cultural Computer Gaming , 2009, HCI.

[16]  G. Hofstede,et al.  Cross-Cultural Consumer Behavior: A Review of Research Findings , 2011 .

[17]  Peter Wright,et al.  Persuasion Knowledge , 2022 .

[18]  M. Capella,et al.  The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games , 2013 .

[19]  Lynne Eagle,et al.  Analyzing advergames: active diversions or actually deception. An exploratory study of online advergames content , 2009 .

[20]  Badri Munir Sukoco,et al.  The effects of advergames on consumer telepresence and attitudes: A comparison of products with search and experience attributes , 2011, Expert Syst. Appl..

[21]  Michelle L. Gross,et al.  Advergames and the effects of game-product congruity , 2010, Comput. Hum. Behav..

[22]  Marc Hassenzahl,et al.  MARC HASSENZAHL CHAPTER 3 The Thing and I: Understanding the Relationship Between User and Product , 2003 .

[23]  T. b,et al.  Central Europe , 1903, Nature.

[24]  Mira Lee,et al.  Leading National Advertisers' Uses of Advergames , 2008 .

[25]  H. F. Koenig,et al.  Cross‐national differences in consumer response to the framing of advertising messages , 2007 .

[26]  Kevin Wise,et al.  Brand interactivity and its effects on the outcomes of advergame play , 2014, New Media Soc..

[27]  H. Markus,et al.  Culture and the self: Implications for cognition, emotion, and motivation. , 1991 .

[28]  Kristine Jørgensen,et al.  Gameworld Interfaces , 2013 .

[29]  Peter Woolliams,et al.  Marketing Across Cultures , 2004 .

[30]  Katie Salen,et al.  Rules of play: game design fundamentals , 2003 .

[31]  Kevin Lane Keller.  Conceptualizing, Measuring, and Managing Customer-Based Brand Equity , 1993 .

[32]  Ronald J. Faber,et al.  Effects of Product Placement in On-Line Games on Brand Memory: A Perspective of the Limited-Capacity Model of Attention , 2007 .