Zetian Dai, Juan Xue, Jiaxin Du, Hoe Tan Wee
School of Art, Suzhou University of Science and Technology, Suzhou, China.
Faculty of Social Sciences and Liberal Arts, UCSI University, Kuala Lumpur, Malaysia.
Front Psychol. 2024 Aug 23;15:1374649. doi: 10.3389/fpsyg.2024.1374649. eCollection 2024.
The integrity and clarity of information have long been regarded as the cornerstones of advertising strategy. However, recent game advertising has taken a different approach. Specifically, incomplete game videos, especially those showcasing losing gameplay, are more likely to stimulate players' interest compared to complete videos of winning gameplay. This study, through five experiments, uncovers a dual-pathway mechanism behind this phenomenon. Firstly, information gaps resulting from incomplete videos trigger curiosity drive, compelling viewers to seek more information and reinforcing their willingness to engage in gaming. Secondly, witnessing failures in game demonstrations activates components of downward social comparison and competitive motivation. These findings offer valuable insights into the complex dynamics of game advertising, shedding light on the effects of information gaps, curiosity, and social comparison. They provide valuable implications for advertising strategies within the gaming industry.
信息的完整性和清晰度长期以来一直被视为广告策略的基石。然而，近期的游戏广告却采取了不同的方式。具体而言，不完整的游戏视频，尤其是那些展示失败游戏过程的视频，与完整的获胜游戏过程视频相比，更有可能激发玩家的兴趣。本研究通过五项实验，揭示了这一现象背后的双路径机制。首先，不完整视频导致的信息缺口引发好奇心驱动，促使观众寻求更多信息，并增强他们参与游戏的意愿。其次，在游戏演示中目睹失败会激活下行社会比较和竞争动机的组成部分。这些发现为游戏广告的复杂动态提供了有价值的见解，揭示了信息缺口、好奇心和社会比较的影响。它们为游戏行业的广告策略提供了有价值的启示。
