Investigating the effect of arousal on brand memory in advergames: Comparing qualitative and quantitative approaches
作者： Monica D. Hernandez , Michael S. Minor
DOI: 10.1108/13522751111120701
关键词:
摘要: Purpose – Previous work examining the effect of emotional responses (arousal) in online context has addressed one type data, relying only on self‐reporting. This paper aims to investigate arousal short‐term brand memory advergaming, comparing both qualitative (observed behaviors and physiological data) quantitative (self‐reported approaches.Design/methodology/approach Observed data were recorded during exposure placements using an electrocardiogram machine. Qualitative results compared self‐reported measured via a post‐exposure paper‐and‐pencil questionnaire.Findings The revealed that impact measures was most salient. robust finding negative recall scores.Research limitations/implications As laboratory procedure, method is susceptible some limitations. First, similarity distr...
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