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Product placements not remembered.

When people playing violent video games focus on killing and maiming, they often do not remember the corporate brands they see along the way. That is the conclusion of a study--in the journal Psychology of Popular Media Culture--that Is one of the first to look at whether product placements In video games are an effective form of advertising.

Results showed that gamers who played with nonviolent goals recalled 51% more brands shown Inside the game than did those playing the exact same game with violent goals. "Killing characters in video games may be fun for players, but It appears to be bad for business," says psychologist Brad Bushman, coauthor of the study.

Adds coauthor Robert Lull: "People are hard-wired to pay attention to violence. It has survival value. Violence is an emotional cue that dominates memory, leaving little capacity for more peripheral cues like brand names."

While a variety of studies have found that people are less likely to remember brands linked to violent media content, almost all of those studies looked at television and print media. "We really haven't had much research looking at video games, which are an increasingly popular form of entertainment," notes Bushman, who maintains the implications for companies are clear. "Advertisers should carefully consider whether to place their products in violent video games where they are less likely to be remembered."

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Title Annotation:Violent Video Games
Publication:USA Today (Magazine)
Article Type:Brief article
Geographic Code:1USA
Date:Apr 1, 2016
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