Effects of cognition demand, mode of interactivity and brand anthropomorphism on gamers' brand attention and memory in advergames

This paper explores how game and message related characteristics of interactivity and brand anthropomorphism interact each other with gamers' cognition demand (high cognition versus low cognition demand) to influence gamers' brand attention, brand recall, and brand recognition in advergames. The mixed-measures experimental design study revealed that in high cognition demand game play, gamers' brand attention, recognition, and recall are low, in comparison with low cognition demand game. However, in high cognition demand condition, gamers exposed to brand interactivity game (versus no interactivity and game interactivity) showed higher brand attention and memory. The results also showed that gamers' brand anthropomorphism works as a boundary condition which further shapes the above-said effects.