The effectiveness of "in-game" advertising: comparing college students
Moonhee Yang, David Roskos-Ewoldsen, Lucian Dinu and Laura Arpan note that in-game advertising has become a major advertising outlet and ask how brand names placed in video games affect the memory of college students. They tested explicit memory with a recognition task and implicit memory with a word-fragment test. Students showed low explicit memory for the brands but did show implicit memory for brands placed in the games. The abstract reports no sample size or statistics.
Moonhee Yang, David Roskos-Ewoldsen, Lucian Dinu and Laura Arpan note that in-game advertising has become a major advertising outlet and ask how brand names placed in video games affect the memory of college students. They tested explicit memory with a recognition task and implicit memory with a word-fragment test. Students showed low explicit memory for the brands but did show implicit memory for brands placed in the games. The abstract reports no sample size or statistics.
Written from the openAlex abstract record read 2026-10-22.
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explicit and implicit memory for brand names.' Journal of Advertising, 35(4), 143-152. doi:10.2753/JOA0091-3367350410