期刊名称：Eurasia Journal of Mathematics, Science & Technology Education
印刷版ISSN：1305-8223
电子版ISSN：1305-8223
出版年度：2018
卷号：14
期号：1
页码：109-115
DOI：10.12973/ejmste/79445
出版社：Pamukkale Univ Dept Sci Education
摘要：Video Game-based learning has been an important way for practitioners to gear up for
success. Advergames provide an exclusively learning environment in which video
gamers pay full attention and thoroughly absorb information without interruption. But
still very few studies have been devoted to understanding how individual’s selfconstrual
and for cognitive product involvement with advergame format influences the
evolution of players perception of brand personality. This study was consisted of an
experimental study in which a series of advergames was created and two distinct
brands: a high and a low cognitively involving products were included as the stimulus.
The study identified key measures of effectiveness in the context of 195 American and
Chinese participants as subjects were randomly assigned to one of the experimental
conditions. This study used 2 X 2 factorial between-subjects design. The two factors
were individual’s self-construal (interdepend and independent) and cognitive product
involvement (high and low). The results revealed that the players with interdependent
self-construal reported a greater influence on perception of brand personality than the
players with independent self-construal. The results further verified an influence of selfconstrual
on perception of brand personality in the different product involvement.
