The moderating effect of computer users' autotelic need for touch on brand trust, perceived brand excitement, and brand placement awareness in haptic games and in-game advertising (IGA)

Seunga Jin; Joe Phua

doi:10.1016/j.chb.2014.10.035

The moderating effect of computer users' autotelic need for touch on brand trust, perceived brand excitement, and brand placement awareness in haptic games and in-game advertising (IGA)

Seunga Jin^*, Joe Phua

^*Corresponding author for this work

NUQ Communication Program

Research output: Contribution to journal › Article › peer-review

28 Scopus citations

Abstract

Haptic applications for in-game advertising (IGA) remain underexplored in human-computer-interaction (HCI) research despite the exponential growth of haptic technologies. This research examined the interaction of tactile stimuli in a haptics-based computer game and users' autotelic need for touch (NFT) in IGA. Results from a between-subjects experiment (haptic gaming device with force feedback versus haptic gaming device without force feedback) and regression/spotlight analyses indicate the moderating role of autotelic NFT in determining the effects of IGA embedded in a haptic computer game on users' brand trust, perceived brand excitement, and brand placement awareness.

Original language	English (US)
Pages (from-to)	58-67
Number of pages	10
Journal	Computers in Human Behavior
Volume	43
DOIs	https://doi.org/10.1016/j.chb.2014.10.035
State	Published - Feb 2015

Keywords

Brand trust
Haptics Need for touch (NFT)
In-game advertising (IGA)
Perceived brand excitement
Product placement

ASJC Scopus subject areas

Arts and Humanities (miscellaneous)
Human-Computer Interaction
General Psychology

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10.1016/j.chb.2014.10.035

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abstract = "Haptic applications for in-game advertising (IGA) remain underexplored in human-computer-interaction (HCI) research despite the exponential growth of haptic technologies. This research examined the interaction of tactile stimuli in a haptics-based computer game and users' autotelic need for touch (NFT) in IGA. Results from a between-subjects experiment (haptic gaming device with force feedback versus haptic gaming device without force feedback) and regression/spotlight analyses indicate the moderating role of autotelic NFT in determining the effects of IGA embedded in a haptic computer game on users' brand trust, perceived brand excitement, and brand placement awareness.",

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AB - Haptic applications for in-game advertising (IGA) remain underexplored in human-computer-interaction (HCI) research despite the exponential growth of haptic technologies. This research examined the interaction of tactile stimuli in a haptics-based computer game and users' autotelic need for touch (NFT) in IGA. Results from a between-subjects experiment (haptic gaming device with force feedback versus haptic gaming device without force feedback) and regression/spotlight analyses indicate the moderating role of autotelic NFT in determining the effects of IGA embedded in a haptic computer game on users' brand trust, perceived brand excitement, and brand placement awareness.

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KW - Perceived brand excitement

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The moderating effect of computer users' autotelic need for touch on brand trust, perceived brand excitement, and brand placement awareness in haptic games and in-game advertising (IGA)

Abstract

Keywords

ASJC Scopus subject areas

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