Washington, Sept 4 (ANI): Researchers at The University of Texas, Austin, have indicated that embedding advertisements in violent video games leads to lower brand recall and negative brand attitudes.
The finding suggested advertisers should think twice about including such ads in a media campaign.
Women in particular responded negatively to ads placed in violent video games.
The study authored by College of Communication researchers Seung-Chul Yoo, a doctoral candidate in the Department of Advertising, and Jorge Pena, assistant professor in the Department of Communication Studies, is the first to confirm the link between increased video game violence and impaired in-game ad effectiveness.
"Our study demonstrates that featured violence diminishes brand memory and primes more negative attitudes toward the brand," said Pena.
Yoo and Pena believe violent content in video games not only draws players' attention, but diverts it from other sources of information in the game, thus limiting players' mental capacity to process in-game ads.
Additionally, the suggestion of violence in the form of blood and gore results in players subconsciously linking negative attributes to in-game ads.
The study appeared in the July/August issue of Cyberpsychology, Behavior, and Social Networking. (ANI)
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