TY  - JOUR
AU  - Aliagas Ocaña, Irene
AU  - Privado Zamorano, Jesús
AU  - Merino Rivera, M. Dolores
PY  - 2024
DO  - 10.1007/s12144-023-04970-x
UR  - https://hdl.handle.net/20.500.14352/125133
T2  - Current Psychology
AB  - Videogames have become the world’s favorite pastime, which is why brands integrate their logos on them, a technique called product placement. While most research has focused on analyzing whether brands are memorized based on their presentation within...
LA  - eng
M2  - 7628
PB  - Springer Nature
KW  - Product placement
KW  - Consumer behavior
KW  - Brand
KW  - Memory
KW  - Attention
KW  - Cognitive load
KW  - Electroencephalography
KW  - Videogame
TI  - Unravelling cognitive processing of in-game brands using eye tracking and electroencephalography: incongruence fosters it
TY  - journal article
VL  - 43
ER  -