Proximity, Familiarity or Congruency? What Influences Memory of Brand Placement in Videogames

Brand placement in videogames consists integrating various brands that are not intrusive to give a feeling of reality the context, as such increasing awareness and recognition brand mind consumer. The goal this study is ascertain if position, familiarity congruency influence memorization presented racing videogame. An experimental design 2 (position: prominent or subtle) × (congruency: yes no) (familiar: was used sample 117 participants (M = 20.91 years, SD 1.75 years). Consumers have better recall when it familiar. Likewise, there more congruent with videogame’s subject matter. Nevertheless, appears position has no on memory. Regarding three-way interaction, turns out best way remember they familiar consumers, genre, positioned position. This article first investigate interaction between three main variables affect placement.