Perceptual Load of Web Browser Game and Internet Advertising Processing

• In Event: ICA Plenary Interactive Paper/Poster Session III
  In Interactive Paper Session: Game Studies Interactive Poster Session

Abstract

While abundant research focuses on in-game advertising placement, not much attention has been paid to ad placement beside online game (i.e. peripheral ad placement). This research examines two important contingencies (ads as task-irrelevant stimuli; perceptual load of web browser game) where cognitive and affective ad processing may yield distinct outcomes. Results indicated high perceptual load of web browser game might act as "attentional anchor" that exhausts attentional capacity and induces distractor inhibition, resulting in ad devaluation and low ad recognition; low perceptual load enables free capacity to spill over to peripheral ads, resulting in mere-exposure effect, better recognition and less need for attentional control.

Authors

• Zongyuan Wang, University of Illinois at Urbana Champaign

• Brittany R. L. Duff, U of Illinois at Urbana-Champaign

• Junle Qian, U of Illinois at Urbana–Champaign