Presentation Schedule
Persuasive Design in Hybrid Advergame Promotions: A Qualitative Analysis of Mechanisms Driving Physical Purchases Through Probabilistic In-Game Rewards (112126)
Session: On Demand
Room: Virtual Video Presentation
Presentation Type:Virtual Presentation
This paper discusses how the hybrid advergame promotions, where real-world consumer goods are promoted with the help of probabilistic digital rewards, encourage consumers to begin and continue to purchase outside the game environment. The qualitative and multi-source analysis was performed using 101 marketplace reviews, 15 YouTube unboxing and redemption videos, and 102 filtered comment threads regarding Rocket League pull-back racer mystery ball toys. Coding of the data was carried out to establish repetitive interpretive frames, visibility practices, and social discourse of chance-based rewards. Four interrelated persuasive processes were determined: anticipatory uncertainty leading to the first buying, publicity of success leading to escalation, normalization of disappointment leading to a legitimate loss, and gifting and fan identity leading to the reframing of purchases as relational and cultural, but not speculative. The combination of these processes places probabilistic rewards as organization logics of value instead of solitary motivations. The study conceptually approaches persuasion in hybrid advergame promotions as a distributed and socially negotiated process in material products, digital interfaces, and platformed consumer discourse.
Authors:
Alaa Hanbazazah, King Abdelaziz University, Saudi Arabia
About the Presenter(s)
Ms alaa Hanbazazah is a University Doctoral Student at university of king Abdelaziz university in Saudi Arabia
See this presentation on the full schedule – On Demand Schedule
