Publication: Análisis neuropsicofisiológico de la eficacia del emplazamiento de producto en videojuegos
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2022-10-10
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Universidad Complutense de Madrid
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Abstract
Ante un mundo saturado de marcas comerciales y publicidad, la implementación de la técnica del emplazamiento de producto en videojuegos se presenta como una oportunidad para conectar con el consumidor (Baños González y Rodríguez García, 2012; Karisik, 2014; Méndiz Noguero, 2007). En concreto, se ha detectado que el tipo in-game advertising es el método más empleado para emplazar marcas en la industria del videojuego. Este permite que se integren elementos distintivos de dichas marcas en un medio que se accede por mero disfrute (Redondo y Bernal, 2015; Wang, 2021), ayudando así al procesamiento y memorización de las marcas emplazadas, e incluso pudiendo generar actitudes positivas hacia ellas y aumentar su intención de compra (Hwang et al., 2017; Law y Braun, 2000; Vashisht, 2019; Vermeir et al., 2014; Zhu y Chang, 2015).La duda que surge es si realmente es eficaz implementarla, es decir, si hay alguna repercusión en el consumidor, como que consiga posicionarse la marca en su mente y que la diferencie de otras marcas del mercado. Ante la inexistencia de un modelo general, se exploran los dos más imperantes en el área, el Modelo de Balasubramanian, Karr y Patwardhan (Balasubramanian et al., 2006) y el Modelo de comunicación de marketing integrado en los videojuegos (Terlutter y Capella, 2013). Partiendo de ellos, se propone un modelo tentativo en el que, además de las tareas tradicionales para medir su eficacia, se incluyen pruebas y dispositivos que permiten acceder a una parte más inconsciente del consumidor, indagando la exploración de la posible interacción de las tres variables de diseño del emplazamiento de producto y una posible detección de variables mediadoras...
In a world saturated by commercial brands and advertising, the implementation of the product placement technique in video games is presented as an opportunity to connect with the consumer (Baños González y Rodríguez García, 2012; Karisik, 2014; Méndiz Noguero, 2007). Specifically, in-game advertising has been found to be the most widely used method for brand placement in the video game industry. This allows brands to integrate their distinctive elements into a medium that is accessed for mere enjoyment (Redondo y Bernal, 2015; Wang, 2021), thus helping the processing and memorisation of the placed brands, and even being able to generate positive attitudes towards them and increase their purchase intention (Hwang et al., 2017; Law y Braun, 2000; Vashisht, 2019; Vermeir et al., 2014; Zhu y Chang, 2015).The question that arises is whether it is really effective to implement it, that is, if there is any repercussion on the consumer, such as positioning the brand in their mind and differentiating it from other brands on the market. In the absence of a general model, the two most prevalent in the area are explored, the Balasubramanian, Karr and Patwardhan model (Balasubramanian et al., 2006) and the Integrated marketing communication model in digital games (Terlutter y Capella, 2013). Based on them, a tentative model is proposed in which, in addition to the traditional tasks to measure its effectiveness, tests and devices are included that allow access to a more unconscious part of the consumer, including the exploration of the possible interaction of the three design variables of the product placement and a possible detection of mediating variables...
In a world saturated by commercial brands and advertising, the implementation of the product placement technique in video games is presented as an opportunity to connect with the consumer (Baños González y Rodríguez García, 2012; Karisik, 2014; Méndiz Noguero, 2007). Specifically, in-game advertising has been found to be the most widely used method for brand placement in the video game industry. This allows brands to integrate their distinctive elements into a medium that is accessed for mere enjoyment (Redondo y Bernal, 2015; Wang, 2021), thus helping the processing and memorisation of the placed brands, and even being able to generate positive attitudes towards them and increase their purchase intention (Hwang et al., 2017; Law y Braun, 2000; Vashisht, 2019; Vermeir et al., 2014; Zhu y Chang, 2015).The question that arises is whether it is really effective to implement it, that is, if there is any repercussion on the consumer, such as positioning the brand in their mind and differentiating it from other brands on the market. In the absence of a general model, the two most prevalent in the area are explored, the Balasubramanian, Karr and Patwardhan model (Balasubramanian et al., 2006) and the Integrated marketing communication model in digital games (Terlutter y Capella, 2013). Based on them, a tentative model is proposed in which, in addition to the traditional tasks to measure its effectiveness, tests and devices are included that allow access to a more unconscious part of the consumer, including the exploration of the possible interaction of the three design variables of the product placement and a possible detection of mediating variables...
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Tesis inédita de la Universidad Complutense de Madrid, Facultad de Psicología, leída el 18-03-2022