Psychological processing of In-Game advertising and advergaming: Branded entertainment or entertaining persuasion?

Michelle R. Nelson, Martin K.J. Waiguny

Research output: Chapter in Book/Report/Conference proceedingChapter

Original languageEnglish (US)
Title of host publicationThe Psychology of Entertainment Media
Subtitle of host publicationBlurring the Lines Between Entertainment and Persuasion, Second Edition
PublisherTaylor and Francis
Pages93-144
Number of pages52
ISBN (Print)9780203828588
DOIs
StatePublished - Jan 1 2012

ASJC Scopus subject areas

  • Psychology(all)

Cite this

Nelson, M. R., & Waiguny, M. K. J. (2012). Psychological processing of In-Game advertising and advergaming: Branded entertainment or entertaining persuasion? In The Psychology of Entertainment Media: Blurring the Lines Between Entertainment and Persuasion, Second Edition (pp. 93-144). Taylor and Francis. https://doi.org/10.4324/9780203828588