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
PublisherTaylor and Francis
Pages93-144
Number of pages52
ISBN (Electronic)9780203828588
ISBN (Print)9781848729445
StatePublished - Apr 27 2012

ASJC Scopus subject areas

  • General Economics, Econometrics and Finance
  • General Business, Management and Accounting
  • General Psychology

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