The Role of Customization, Brand Trust, and Privacy Concerns in Advergaming

• In Event: Communication and Technology Division Top Student Papers

Abstract

This study investigates the role of privacy concerns in the effect of advergame features (i.e. customization possibilities and brand trust) on players’ brand attitude and personal information disclosure. Drawing on self-determination theory and uncertainty reduction theory, we developed and tested a game with varying levels of customization features and trust in the brand advertised in the game. Results show that customization possibilities and brand trust may have a positive influence on advergame persuasion outcomes, but this influence is strongly conditioned by consumers’ privacy concerns. These findings set the boundaries for several theoretical and practical implications regarding advergame effectiveness.

Author

• Verena Wottrich, University of Amsterdam