Moritz Ingendahl
Moritz Ingendahl is first author of a 2023 Psychology & Marketing paper whose two experiments in a 3D first-person game found that only brands encountered during positive in-game experiences benefited from placement.
Who they are
Psychology researcher. The co-authors were Tobias Vogel, Alexander Maedche and Michaela Wänke. 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 applies evaluative conditioning to in-game placement. Attitudes toward a brand followed players' memory of which brands had been paired with positive or negative experiences, and the pairing memory was stronger when players attended to it, as when it mattered to the storyline.
The paper's starting point is that the overall effect of placements on attitudes is small and inconsistent across studies, and its contribution is to say when the effect appears.
Sources
- 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.