Hispanic Attitudes Toward Advergames

摘要: AbstractAdvergames are gaining recognition around the world as a new, captivating, and persuasive environment among advertisers. Despite its growing popularity, very little is known about formation of attitudes toward advergames in emerging economies. The objectives our study were refinement empirical testing model reactions generated by exposure to Mexicans, Peruvians, Americans. A series experiments revealed that Hispanics exhibited positive advergames. Intrusiveness was found factor accounting for most negative attitude Lack congruence be precursor intrusiveness. Interestingly, although ads games perceived more intrusive, they less irritating. Implications advertisers discussed.