TY - JOUR
T1 - Presentation matters
T2 - Comparison of cognitive effects of DTC prescription drug advergames, websites, and print ads
AU - Huh, Jisu
AU - Suzuki-Lambrecht, Yoshikazu
AU - Lueck, Jennifer
AU - Gross, Michelle
N1 - Publisher Copyright:
Copyright © 2015, American Academy of Advertising.
PY - 2015
Y1 - 2015
N2 - Applying limited cognitive capacity theory, this study examined the cognitive effects of direct-to-consumer (DTC) advergames in comparison to those of print ads and websites. The results revealed consumers' memories of the advertised drug brand and information about the drug and the disease it treats was the lowest in the advergame condition and highest in print. For the content elements that were centrally integrated into the advergame, however, consumer recall was the highest in the advergame condition. In addition, differential memory decay was found across media types. Memory decay was greater in the print ad condition than the other media conditions.
AB - Applying limited cognitive capacity theory, this study examined the cognitive effects of direct-to-consumer (DTC) advergames in comparison to those of print ads and websites. The results revealed consumers' memories of the advertised drug brand and information about the drug and the disease it treats was the lowest in the advergame condition and highest in print. For the content elements that were centrally integrated into the advergame, however, consumer recall was the highest in the advergame condition. In addition, differential memory decay was found across media types. Memory decay was greater in the print ad condition than the other media conditions.
UR - http://www.scopus.com/inward/record.url?scp=84954075601&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=84954075601&partnerID=8YFLogxK
U2 - 10.1080/00913367.2014.1003666
DO - 10.1080/00913367.2014.1003666
M3 - Article
AN - SCOPUS:84954075601
SN - 0091-3367
VL - 44
SP - 360
EP - 374
JO - Journal of Advertising
JF - Journal of Advertising
IS - 4
ER -