Authors and Corporations: | , |
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In: | Communication Research, 43, 2016, 4, p. 518-541 |
published: |
SAGE Publications
|
Media Type: | Article, E-Article |
Physical Description: | 518-541 |
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ISSN: |
0093-6502
1552-3810 |
DOI: | 10.1177/0093650214566623 |
published in: | Communication Research |
Language: | English |
Subjects: | |
Collection: | SAGE Publications (CrossRef) |
<jats:p> An experiment, guided by the Limited Capacity Model of Motivated Mediated Message Processing (LC4MP), manipulated players’ motivational activation states during play of a custom-built first-person shooter video game and examined memory of billboard advertisements embedded in the game’s peripheral content. In line with the LC4MP, a memory sensitivity test demonstrated that encoding of peripheral billboard advertisements was greatest during moderate-medium aversive activation and worst with moderate-high aversive activation. However, storage, measured using cued recall, was greater with moderate-medium appetitive activation when compared with other motivational states. The findings extend understandings of motivated cognitive processing of secondary advertising information in video game contexts. </jats:p> |