A brief review of theoretical and empirical literature on the effort expended in making choices is followed by the description of an experiment in which participants were asked to respond to a series of road charging scenarios. Participants were asked to estimate the charges payable, to indicate...

Purpose – The purpose of this paper is to explore the effect of brand placement strength on gamers’ brand recall as moderated by gamers’ prior game playing experience and game involvement in the context of advergames. Specifically, this research utilizes Limited Capacity Model of attention...