ASCoR PhD Candidate Verena Wottrich won the Best Student Paper Award for her paper ‘How Game Customization and Brand Trust Affect Persuasion in Advergames – The Role of Consumer Privacy Concerns’ at this year’s International Conference on Research in Advertising (ICORIA), held in London. The paper was co-authored by prof. dr. ir. Peeter Verlegh and prof. dr. Edith Smit.
In their study, Verena, Peeter, and Edith investigated the effects of two advergame features (i.e., customization possibilities and brand trust) on players’ brand attitude and personal information disclosure, and they examined the role of consumer privacy concerns in this relationship. Results demonstrate that privacy concerns have negative effects on brand attitude and information disclosure and that privacy concerns strongly condition advertising effectiveness.