Moonhee Yang
Moonhee Yang is first author of a 2006 Journal of Advertising study that placed brand names in two sports computer games and tested college students' explicit and implicit memory for them. Recognition was low, and a word-fragment test showed implicit memory.
Who they are
Advertising researcher. The co-authors were David Roskos-Ewoldsen, Lucian Dinu and Laura Arpan. Biography beyond the cited work is not recorded here, by this site's rule.
Key papers
Yang, M., Roskos-Ewoldsen, D. R., Dinu, L., & Arpan, L. M. (2006). "The effectiveness of 'in-game' advertising: comparing college students' explicit and implicit memory for brand names." Journal of Advertising, 35(4), 143-152. doi:10.2753/JOA0091-3367350410.
Key ideas
The study separates two kinds of memory for a placed brand. Explicit memory, tested by recognition, was low. Implicit memory, tested by completing word fragments, was present.
It is an early and widely cited test of what players take from brands inside games. It used college students and two sports games, so its reach is narrow.
Sources
- Yang, M., Roskos-Ewoldsen, D. R., Dinu, L., & Arpan, L. M. (2006). "The effectiveness of 'in-game' advertising: comparing college students' explicit and implicit memory for brand names." Journal of Advertising, 35(4), 143-152. doi:10.2753/JOA0091-3367350410.