The Effect of Arousal on Adolescent's Short-Term Memory of Brand Placements in Sports Advergames

The authors’ study examined factors affecting Mexican adolescent’s memory of brand placements contained in advergames. Specifically, two concerns were investigated: (1) the effect of high/moderate arousal on adolescent’s short-term recognition, and (2) the effect of high/moderate arousal on brand confusion. Analyses indicated that high arousal advergames corresponded to both higher hit scores (better recognition) and lower false alarms (less confusion) than moderate arousal advergames. The findings revealed more accurate short-term memory when subjects were exposed to a high arousal condition than to a moderate arousal condition. Advertisers wishing to target adolescents could strengthen the recognition of their products and brands by relying on fast pace or competitive game genres.