Michaela Wänke

Michaela Wänke

Michaela Wänke is last author of the 2023 Psychology & Marketing paper on how local in-game experiences influence attitudes to placed brands, written with Moritz Ingendahl, Tobias Vogel and Alexander Maedche.

Who they are

Psychologist working on consumer attitudes. Biography beyond the cited work is not recorded here, by this site's rule.

Key papers

Ingendahl, M., Vogel, T., Maedche, A., & Wänke, M. (2023). "Brand placements in video games: how local in-game experiences influence brand attitudes." Psychology & Marketing, 40(2), 274-287. doi:10.1002/mar.21770.

Key ideas

The paper's two experiments found that brands benefited from placement in a game only when met during positive in-game experiences, which it explains through evaluative conditioning.

Authorship order is the only reason this page names her as last author. The paper does not say who contributed which part.

Sources

  1. Ingendahl, M., Vogel, T., Maedche, A., & Wänke, M. (2023). "Brand placements in video games: how local in-game experiences influence brand attitudes." Psychology & Marketing, 40(2), 274-287. doi:10.1002/mar.21770.