The persuasive effects of character presence and product type on responses to advergames

Abstract The use of online video games as an advertising channel has become an integrated part of branding for many marketers in an increasingly fractured media environment. The primary question motivating this research is whether the use of an animated spokes-character embedded in online game affects the persuasiveness of advertising. Specifically, this study looks at how product types moderate the magnitude of such effects. The results show a significant interaction effect between character presence and product type on both brand attitude and purchase intention. The effects of an animated spokes-character on brand evaluation and purchase intention were more pronounced for utilitarian products than for hedonic products.     

The Prevalence of and Psychosocial Risks for Suicide Attempts in Male and Female College Students in Taiwan

The prevalence of and psychosocial risks for suicide attempts was investigated in college students in Taiwan by gender, after controlling for depressive symptoms. Self‐reported data were collected from a nationally representative sample of 2,835 college students; 11.90% of females and 8.87% of males reported they had attempted suicide in the preceding 12 months. After controlling for depression, suicidal ideations were associated with suicide attempts in females, whereas there were fewer positive expectations toward the future associated with suicide attempts in males. Several explanations for the high prevalence of suicide attempts among college students in Taiwan were discussed. In the future, further verification of the findings is necessary.