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Forming Affect , Behavior , and Cognition with Gamification : The Case of an Austrian Tourism Advergame

Information and Communication Technology (ICT) has enabled the development of gamification, i.e., “the use of game design elements in nongame contexts to engage users” [1, 2, p. 268]. Specifically, ICT research on gamification in a marketing context shows that a major purpose of gamification is to support branding and other customeroriented marketing goals [3]. The objective of this study is an exploration of the outcome of an advergame on customer’s attitude formation through the conceptual lens of the ABC model of attitudes. Advergames are serious games with marketing and promotion intent where brands or products appear with a specific relation to the game [4]. Present research on advergames refers to analyses of different game designs [5], but does not yet shed enough light on its impact on customer behavior. By obtaining deeper insights into affective, behavioral, and cognitive responses to an advergame, this study seeks to investigate the role of advergames in a tourism marketing context.