• Find a peer-reviewed, full text article (attached or active linked) that centers on at least one of the 4 factors discussed in depth in Chapter 5.
  • As previously suggested, use proquest as your database for articles (under library, subfolder databases, P)
  • Attach the article or provide an active link.
  • Do this as pairs. Do not duplicate your peers.
• In your own words, discuss briefly the managerial relevance of the paper in terms of this factor or factors (find in the discussion section or abstract)
• https://www.proquest.com/index?accountid=27313&par…

here is an example

Article: Consumers0sychological reactance and ownership in in-game advertising

Factor: Psychological

Purpose: To study the relationship between consumeràattitude toward the game and attitude toward in-game advertising.

Method: Data was collected using a questionnaire distributed to young consumer of Generation Y and early Z.

Psychological reactance theory: when something threatens or eliminates peopleàfreedom of behavior they experience psychological reactance which drives freedom restoration

Psychological ownership theory: the feeling of possession towards something that might not be supported by formal ownership

Results:

• Consumers might view in game advertising and the advertised brand as a threat due to invasiveness
• High levels of in game advertising invasiveness severly impacts the relationship with the consumer
• Low level invasiveness does not degrade the consumer’s attitude toward the game and brand that is advertised

Managerial Relevance:

• Game developers should reduce in game advertising invasiveness as it degrades the relationship with the consumer
• Consumers enjoy freedom with their product and choices that they have (Psychological reactance theory)
• Personalized ads and engaging advertising are ways to make in game advertising more desirable without seeming like an abrupt interuption

The results from the article provide information on how to have in game advertising while not hurting the relationship with the consumer. Consumers will seek to avoid ads or not play the game anymore if it becomes too invasive because they feel ownership for games that they paid for. Personalized ads or engaging advertising can make ads seem desirable and less of an interuption to the game that they are playing. Personalized ads use consumer information to provide ads relevant to their interest and engaging or interactive advertising uses consumer partisipation to draw in attention. 

• Culture
• Social
• Personal
• Psychological

These are the four factors