From intrusion to advantage
Uncovering the mediating role of perceived benefit in consumers’ responses to in-game advertising
Bibliographic Data
| ID | 21498276 |
|---|---|
| Authors | Luca Matteo Zagni (0000-0001-8720-5380, University of Turin, corresponding author), Cristian Rizzo (0000-0002-4330-5408, University of Turin), Raffaele Filieri (0000-0002-3534-8547, Audencia Business School) |
| Year | 2026 |
| Pages | 1-24 |
| Publication date | 2026-06-18 |
| Peer Reviewed | Yes |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | International Journal of Advertising (JOURNAL) |
| Journal identifiers | ISSN: 0265-0487 • E-ISSN: 1759-3948 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/02650487.2026.2689797 |
| OpenAlex | W7165185165 |
| Language | EN |
| References cited | 82 |
This research examines the influence of perceived benefits on consumer responses to in-game advertising (IGA), using a mixed-method approach. A 2 × 2 between-subjects experiment exposed participants to advertisements differing in congruity and interactivity. Results showed that both interactivity and congruity positively affect perceived benefits, helping reduce psychological reactivity and promoting more favorable attitudes toward IGA. The data also reveal a suggestive compensatory pattern of interactivity in a low-congruity situation, although it is not statistically significant. A complementary qualitative phase identified several categories of perceived benefits, including hedonic, cognitive, personal, and social. This research challenges the traditional view that congruity and interactivity must work together, highlighting instead the central role of perceived benefits in mitigating intrusiveness and improving the effectiveness of advertisements in games. This study contributes to literature by providing a more detailed understanding of how to design advertising strategies aligned with players’ motivations, so that ads enhance rather than disrupt the gaming experience
Consumer behaviour · Interactivity · Intrusion · Intrusiveness · Consumer Behavior in Brand Consumption and Identification · Digital Games and Media · Educational Games and Gamification
Measuring the Intrusiveness of Advertisements
Understanding ad avoidance on Facebook
The Match-Up Hypothesis
Virtual Customer Environments
Advertising Repetition
Online Focus Groups
Effects of Immersive Experience in the Branded Metaverse
Brand embeddedness in advergames through brand–game congruence and brand prominence
Assessing the relationship between gamified advertising and in-app purchases
Cross-media advertising strategies and brand attitude
From play to community
Just for fun
An empirical study on bounced clicks versus multi-page clicks in display advertising
High hopes, hard falls
Twenty years of research on gamified advertising
The carousel effect
Beyond Affect Transfer
Advertising in Freemium Services
From Purchasing Exposure to Fostering Engagement
Falling in love with online games
The Gamification of Advertising
Why Do People Avoid Advertising on the Internet
Mixed Methods Sampling
Brand interactivity and its effects on the outcomes of advergame play
Partial, conditional, and moderated moderated mediation
Demonstrating Rigor Using Thematic Analysis
Online synchronous focus group interviews
| Citation velocity | historical |
|---|---|
| Highly cited | No |