Acceptance of Advergames Design: A Critical Analysis from Cross-Cultural Aspect

Alaa Hanbazazah and Carlton Reeve

International Journal of Economics and Finance, 2022, vol. 14, issue 5, 37

Abstract: Culture influences people’s behavior—culture differentiates people of one group from those of another group as a system of patterns. To make an advergame acceptable to a culture it is essential to understand the cultural difference as people build perceptions according to the cultural values. The present study investigates the acceptance of advergames design in cross-cultural aspects. The study analyzed the advergames design from a cross-cultural perspective. It proposed that to be culturally more relevant. The advergame should work to make the visual interference of the game look more localized to impact the consumer. The product placement should also be carefully chosen as it will help the consumer recognize the brand.

Date: 2022
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