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

Research output: Contribution to journalArticle

6 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 languageEnglish (US)
Pages (from-to)58-67
Number of pages10
JournalComputers in Human Behavior
Volume43
DOIs
StatePublished - Feb 2015

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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
  • Psychology(all)

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