The effects of varying levels of object change on explicit and implicit memory for brand messages within advergames

The entire dissertation/thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file (which also appears in the research.pdf); a non-technical general description, or public abstract, appears in the public.pdf file.Title from title screen of research.pdf file (viewed on October 23, 2007)Includes bibliographical references.Thesis (M.A.) University of Missouri-Columbia 2007.Dissertations, Academic -- University of Missouri--Columbia -- Journalism.This study examined the effects of varying levels of object change in advergames on implicit and explicit memory for the brand sponsoring the game. For the purposes of this thesis, object change was defined as an object entering the screen of an advergame to which a player must react to with a motor response using a mouse or keyboard. This study utilized a 2 (level of object change) x 5 (advergame) repeatedmeasures experiment. Explicit memory was measured using a speeded recognition test. Implicit memory was measured via a word-fill task assignment. A signal detection analysis of explicit memory data revealed that participants were less able to recognize brands they had seen in high object change games versus brands in low object change games. There were no significant differences in implicit memory for high object change game brands and low object change game brands