Investigating the effect of arousal on brand memory in advergames: Comparing qualitative and quantitative approaches

Abstract

Purpose

Previous work examining the effect of emotional responses (arousal) in the online context has addressed one type of emotional data, relying only on self‐reporting. This paper aims to investigate the effect of arousal on short‐term brand memory in the context of advergaming, comparing both qualitative (observed behaviors and physiological data) and quantitative (self‐reported data) approaches.

Design/methodology/approach

Observed behaviors and physiological data were recorded during exposure to brand placements using an electrocardiogram machine. Qualitative results were compared to self‐reported data measured via a post‐exposure paper‐and‐pencil questionnaire.

Findings

The results revealed that the impact of physiological measures on memory was the most salient. The most robust finding was the negative effect of physiological measures on recall scores.

Research limitations/implications

As a laboratory procedure, the method is susceptible to some limitations. First, the similarity of the distractors is not tested and possibly the recognition tests may be either more difficult or easier than the recall tests. Second, as with any other physiological measure, EKG recording faces the limitation that some participants do not feel comfortable being connected to electrodes.

Practical implications

The results reinforce the need to include qualitative procedures when dealing with the effect of arousal on memory in the online context, in order to provide guidelines into an effective use of emotional measures and their effect in brand memory.

Originality/value

The study highlights the importance of the use of qualitative research methods to corroborate results from quantitative work when measuring emotional responses.

Citation

Hernandez, M.D. and Minor, M.S. (2011), "Investigating the effect of arousal on brand memory in advergames: Comparing qualitative and quantitative approaches", Qualitative Market Research, Vol. 14 No. 2, pp. 207-217. https://doi.org/10.1108/13522751111120701