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Product Placement in Video Games: Image Transference among Emotions
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Author(s): Inés Küster (University of Valencia, Spain), Natalia Vila (University of Valencia, Spain), Asunción Hernández (University of Valencia, Spain), Pedro Canales (University of Valencia, Spain)and Vicente Castillo (University of Valencia, Spain)
Copyright: 2016
Pages: 22
Source title:
Psychology and Mental Health: Concepts, Methodologies, Tools, and Applications
Source Author(s)/Editor(s): Information Resources Management Association (USA)
DOI: 10.4018/978-1-5225-0159-6.ch073
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Abstract
Organizations look for new ways of communication as traditional media is being saturated with advertising messages. One of the alternatives is product placement in video games. This chapter analyses this new communication alternative. Moreover, through an investigation the chapter shows the consequences of placing a brand in this form of electronic entertainment – in the sense of image transfer from the video game to the brand. Specifically, this chapter focuses on the emotions evoked by the video game. Therefore, the present study develops a scale of emotions adapted to the theme of this research. Additionally, this study analyses the differences between types of product placement and their effects in the image transfer. All conclusions are extracted from the concept map technique.
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