The Effect of Product Placement in Computer Games on Brand Attitude and Recall

Media fragmentation and proliferation, in concert with declining television advertising efficacy, has engendered interest in developing more effective ways to reach consumers – particularly current non-users of a brand. This study explores the effect of active product placement in computer games on both brand attitude (Abrand) and recall. Findings suggest that exposure to a particular brand in a computer game can increase Abrand among consumers whose pre-existing attitude toward the brand is fairly low. We conclude that product placement within computer games is an effective means of fostering high spontaneous brand recall and influencing consumers less positively pre-disposed towards a brand (analogous to non-users). The findings have promising managerial implications for firms looking to grow their customer base through acquisition and conversion.