{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,9,25]],"date-time":"2026-09-25T23:37:13Z","timestamp":1790379433120,"version":"4.1.0"},"reference-count":125,"publisher":"Public Library of Science (PLoS)","issue":"7","license":[{"start":{"date-parts":[[2018,7,20]],"date-time":"2018-07-20T00:00:00Z","timestamp":1532044800000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":["www.plosone.org"],"crossmark-restriction":false},"short-container-title":["PLoS ONE"],"DOI":"10.1371\/journal.pone.0200724","type":"journal-article","created":{"date-parts":[[2018,7,20]],"date-time":"2018-07-20T17:30:11Z","timestamp":1532107811000},"page":"e0200724","update-policy":"https:\/\/doi.org\/10.1371\/journal.pone.corrections_policy","source":"Crossref","is-referenced-by-count":145,"title":["The same video game in 2D, 3D or virtual reality \u2013 How does technology impact game evaluation and brand placements?"],"prefix":"10.1371","volume":"13","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-7847-7595","authenticated-orcid":true,"given":"Johanna","family":"Roettl","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Ralf","family":"Terlutter","sequence":"additional","affiliation":[],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"340","published-online":{"date-parts":[[2018,7,20]]},"reference":[{"key":"ref1","unstructured":"DiChristopher T. Digital gaming sales hit record $61 billion in 2015: Report [Internet]. Cnbc. 2016 [cited 2016 Jan 26]. Available from: http:\/\/www.cnbc.com\/2016\/01\/26\/digital-gaming-sales-hit-record-61-billion-in-2015-report.html<\/ext-link>"},{"key":"ref2","unstructured":"BIU. Kauf: Umsatz digitale Spiele. Deutscher Gesamtmarkt f\u00fcr digitale Spiele im ersten Halbsjahr 2015 [Internet]. 2015 [cited 2016 May 5]. Available from: http:\/\/www.biu-online.de\/de\/fakten\/marktzahlen-1-halbjahr-2015\/kauf-umsatz-digitale-spiele.html.2015<\/ext-link>."},{"key":"ref3","unstructured":"Statista. Value of the global video games market from 2011 to 2020 (in billion U.S. dollars) [Internet]. 2018 [cited 2018 March 7]. Available from: https:\/\/www.statista.com\/statistics\/246888\/value-of-the-global-video-game-market\/<\/ext-link>"},{"key":"ref4","unstructured":"Entertainment Software Association. Essential Facts: About the computer and video game industry [Internet]. Entertainment Software Association. 2016 [cited 2017 June 16]. Available from: http:\/\/essentialfacts.theesa.com\/Essential-Facts-2016.pdf<\/ext-link>"},{"key":"ref5","unstructured":"Casual Games Association. Southeast Asia Games Market. The World\u2019s Fastest Growing Region. Casual Games Sector Report 2015. [Internet]. 2015 [cited 2016 May 22]. Available from: https:\/\/issuu.com\/casualconnect\/docs\/southeastasia-report-2015<\/ext-link>"},{"key":"ref6","unstructured":"Warman P. Rolling into the Southeast Asian Games Market. Sizing Opportunities in the World\u2019s Fastest Growing Region [Internet]. 2015 [cited 2016 May 22]. Available from: https:\/\/newzoo.com\/wp-content\/uploads\/2011\/06\/Newzoo_PG_Connects_Southeast_Asia_V1.pdf<\/ext-link>"},{"key":"ref7","unstructured":"Simon J-P. Video games industry in China and cross cultural gaming [Internet]. 2015 [cited 2016 April 20]. Available from: http:\/\/www.inaglobal.fr\/en\/jeu-video\/article\/video-games-industry-china-and-cross-cultural-gaming-8446<\/ext-link>"},{"key":"ref8","unstructured":"Statista. Genre breakdown of video game sales in the United States in 2016 [Internet]. 2016 [cited 2017 June 16]. Available from: https:\/\/www.statista.com\/statistics\/189592\/breakdown-of-us-video-game-sales-2009-by-genre\/<\/ext-link>"},{"issue":"4","key":"ref9","doi-asserted-by":"crossref","first-page":"5","DOI":"10.1111\/j.1460-2466.1992.tb00810.x","article-title":"Communication Within Virtual Reality: Creating a Space for Research","volume":"42","author":"F Biocca","year":"1992","journal-title":"J Commun"},{"issue":"3","key":"ref10","doi-asserted-by":"crossref","first-page":"298","DOI":"10.1162\/105474601300343621","article-title":"Effects of Stereoscopic Presentation, Image Motion, and Screen Size on Subjective and Objective Corroborative Measures of Presence","volume":"10","author":"W Ijsselsteijn","year":"2001","journal-title":"Presence Teleoperators Virtual Environ"},{"key":"ref11","doi-asserted-by":"crossref","unstructured":"McMahan RP, Gorton D, Gresock J, McConnell W, Bowman DA. Separating the effects of level of immersion and 3D interaction techniques. Proc ACM Symp Virtual Real Softw Technol\u2014VRST \u201806. 2006;108. doi:10.1145\/1180495.1180518","DOI":"10.1145\/1180495.1180518"},{"key":"ref12","doi-asserted-by":"crossref","first-page":"441","DOI":"10.1080\/15213269.2013.838905","article-title":"Actually in the Cinema: A Field Study Comparing Real 3D and 2D Movie Patrons\u2019 Attention, Emotion, and Film Satisfaction","volume":"16","author":"B Rooney","year":"2013","journal-title":"Media Psychol"},{"issue":"4","key":"ref13","doi-asserted-by":"crossref","first-page":"387","DOI":"10.1080\/15213269.2011.620538","article-title":"User Experience in 3D Stereoscopic Games","volume":"14","author":"J Takatalo","year":"2011","journal-title":"Media Psychol"},{"issue":"2","key":"ref14","doi-asserted-by":"crossref","first-page":"113","DOI":"10.2753\/JOA0091-3367410208","article-title":"The Impact of Stereoscopic Three-Dimensional (3-D) Advertising\u2014The Role of Presence in Enhancing Advertising Effectiveness","volume":"41","author":"MY-C Yim","year":"2012","journal-title":"J Advert"},{"key":"ref15","first-page":"48","article-title":"Virtual Reality Enhanced Robotic Systems for Disability Rehabilitation","author":"W Wei","year":"2016"},{"key":"ref16","unstructured":"Osborne J. E3 2016 just deemed VR the future of gaming\u2013whether you like it or not [Internet]. 2016 [cited 2016 August 11]. Available from: http:\/\/www.techradar.com\/news\/gaming\/e3-2016-just-deemed-vr-the-future-of-gaming-whether-you-like-it-or-not-1323476<\/ext-link>"},{"key":"ref17","unstructured":"Entertainment Software Assotiation. Essential Facts About the Computer and Video Game Industry [Internet]. 2017 [cited 2018 March 4]. Available from: http:\/\/www.theesa.com\/wp-content\/uploads\/2017\/09\/EF2017<\/ext-link>"},{"key":"ref18","unstructured":"Statista. Forecast augmented (AR) and virtual reality (VR) market size worldwide from 2016 to 2021 (in billion U.S. dollars) [Internet]. 2018 [cited 2018 March 4]. Available from: https:\/\/www.statista.com\/statistics\/591181\/global-augmented-virtual-reality-market-size\/<\/ext-link>"},{"key":"ref19","unstructured":"Statista. Global VR gaming market size 2020 [Internet]. 2018 [cited 2018 March 4]. Available from: https:\/\/www.statista.com\/statistics\/499714\/global-virtual-reality-gaming-sales-revenue\/<\/ext-link>"},{"key":"ref20","unstructured":"Statista. Virtual reality (VR) video gaming sales revenue worldwide from 2015 to 2020 (in billion U.S. dollars) [Internet]. 2018 [cited 2018 Feb 22]. Available from: https:\/\/www.statista.com\/statistics\/499714\/global-virtual-reality-gaming-sales-revenue\/<\/ext-link>"},{"issue":"1","key":"ref21","doi-asserted-by":"crossref","first-page":"23","DOI":"10.1080\/15252019.2007.10722134","article-title":"The Effectiveness of Product Placement in Video Games","volume":"8","author":"Z Glass","year":"2007","journal-title":"J Interact Advert"},{"key":"ref22","doi-asserted-by":"crossref","first-page":"142","DOI":"10.1016\/j.chb.2014.05.040","article-title":"The effects of dissociation, game controllers, and 3D versus 2D on presence and enjoyment","volume":"38","author":"KD Williams","year":"2014","journal-title":"Comput Human Behav"},{"key":"ref23","first-page":"28","article-title":"American Marketing Association Proceedings","author":"AT Stephen","year":"2005"},{"issue":"1","key":"ref24","doi-asserted-by":"crossref","first-page":"89","DOI":"10.2753\/JOA0091-3367370107","article-title":"When Product Placement Goes Wrong: The Effects of Program Liking and Placement Prominence","volume":"37","author":"E Cowley","year":"2008","journal-title":"J Advert"},{"issue":"2","key":"ref25","doi-asserted-by":"crossref","first-page":"80","DOI":"10.2501\/JAR-42-2-80-92","article-title":"Recall of Brand Placements in Computer\/Video Games","volume":"42","author":"MR Nelson","year":"2002","journal-title":"J Advert Res"},{"issue":"2\u20133","key":"ref26","doi-asserted-by":"crossref","first-page":"95","DOI":"10.1080\/00913367.2013.774610","article-title":"The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games","volume":"42","author":"R Terlutter","year":"2013","journal-title":"J Advert"},{"issue":"3","key":"ref27","doi-asserted-by":"crossref","first-page":"115","DOI":"10.2753\/JOA0091-3367350308","article-title":"Audience Response to Product Placements: An Integrative Framework and Future Research Agenda","volume":"35","author":"SK Balasubramanian","year":"2006","journal-title":"J Advert"},{"key":"ref28","unstructured":"Planet Virtual Boy. Nintendo introduces video game players to three-dimensional worlds with new virtual reality video games [Internet]. 1994 [cited 2018 Feb 22]. Available from: http:\/\/www.planetvb.com\/modules\/advertising\/?r17<\/ext-link>"},{"key":"ref29","unstructured":"Stuart K. The 10 most influential handheld games consoles\u2013in pictures [Internet]. 2017 [cited 2018 Mar 16]. Available from: https:\/\/www.theguardian.com\/technology\/gallery\/2017\/may\/12\/influential-handheld-games-consoles<\/ext-link>"},{"key":"ref30","unstructured":"Short List. Everything you need to know about the Virtual Reality revolution [Internet]. [cited 2018 Feb 22]. Available from: https:\/\/www.shortlist.com\/tech\/gaming\/everything-you-need-to-know-about-virtual-reality\/6011<\/ext-link>"},{"key":"ref31","doi-asserted-by":"crossref","first-page":"163","DOI":"10.1016\/j.chb.2016.06.044","article-title":"Unconscious goal pursuit primes attitudes towards technology usage: A virtual reality experiment","volume":"64","author":"S Triberti","year":"2016","journal-title":"Comput Human Behav"},{"key":"ref32","unstructured":"Hollywood Branded Inc. Virtual Reality\u2013The Future Of Product Placement? [Internet]. 2016 [cited 2018 March 4]. Available from: http:\/\/blog.hollywoodbranded.com\/virtual-reality-the-future-of-product-placement<\/ext-link>"},{"key":"ref33","unstructured":"VRS. Head-mounted Displays (HMDs) [Internet]. 2017 [cited 2018 March 4]. Available from: https:\/\/www.vrs.org.uk\/virtual-reality-gear\/head-mounted-displays\/<\/ext-link>"},{"key":"ref34","unstructured":"Digi-Capital. Augmented\/Virtual Reality to hit $150 billion disrupting mobile by 2020 [Internet]. 2015 [cited 2016 May 8]. Available from: http:\/\/www.digi-capital.com\/news\/2015\/04\/augmentedvirtual-reality-to-hit-150-billion-disrupting-mobile-by-2020\/#.VtQgEObDHE4<\/ext-link>"},{"key":"ref35","unstructured":"Szoldra P. I\u2019ve never felt emotions like this in a video game\u2014until I tried VR [Internet]. 2016 [cited 2016 March 14]. Available from: http:\/\/www.techinsider.io\/virtual-reality-is-2016-2<\/ext-link>"},{"key":"ref36","unstructured":"Bradshaw T. Virtual reality: four ways it could change your world [Internet]. 2016 [cited 2016 March16]. Available from: http:\/\/www.ft.com\/cms\/s\/0\/0f7d7ecc-db47-11e5-a72f-1e7744c66818.html<\/ext-link>"},{"key":"ref37","unstructured":"Google. Google Cardboard [Internet]. 2018 [cited 2018 Feb 23]. Available from: https:\/\/vr.google.com\/cardboard\/<\/ext-link>"},{"key":"ref38","unstructured":"Microsoft. Microsoft HoloLens [Internet]. 2018 [cited 2018 Feb 22]. Available from: https:\/\/www.microsoft.com\/en-us\/hololens<\/ext-link>"},{"key":"ref39","unstructured":"Collins K. Sony\u2019s Project Morpheus is now officially called \u201cPlayStation VR\u201d [Internet]. 2015 [cited 2018 Feb 22]. Available from: http:\/\/www.wired.co.uk\/article\/sony-project-morpheus-now-playstation-vr<\/ext-link>"},{"key":"ref40","unstructured":"Vive. Vive | Discover Virtual Reality Beyond Imagination [Internet]. 2018 [cited 2018 Feb 22]. Available from: https:\/\/www.vive.com\/de\/<\/ext-link>"},{"key":"ref41","doi-asserted-by":"crossref","unstructured":"Huynh-Thu Q, Le Callet P, Barkowsky M. Video quality assessment: From 2D to 3D \u2014Challenges and future trends. Image Process (ICIP), 2010 17th IEEE Int Conf Image Process. 2010;4025\u20138.","DOI":"10.1109\/ICIP.2010.5650571"},{"issue":"2","key":"ref42","doi-asserted-by":"crossref","DOI":"10.1371\/journal.pone.0056160","article-title":"Are There Side Effects to Watching 3D Movies? A Prospective Crossover Observational Study on Visually Induced Motion Sickness","volume":"8","author":"AG Solimini","year":"2013","journal-title":"PLoS One"},{"key":"ref43","unstructured":"Harwell D. The Creepy, Inescapable Advertisments That Could Define Virtual Reality [Internet]. The Washington Post. 2016 [cited 2016 March 16]. Available from: http:\/\/gadgets.ndtv.com\/wearables\/features\/the-creepy-inescapable-advertisements-that-could-define-virtual-reality-812463<\/ext-link>"},{"key":"ref44","unstructured":"Nicas J. What Does Virtual Reality Do to Your Body and Mind? Wall Str J [Internet]. 2016 [cited 2016 April 22]; Available from: http:\/\/www.wsj.com\/articles\/what-does-virtual-reality-do-to-your-body-and-mind-1451858778<\/ext-link>"},{"key":"ref45","first-page":"205","article-title":"The Oxford Handbook of Virtuality","author":"G Riva","year":"2014"},{"key":"ref46","first-page":"97","article-title":"Enacting interactivity: The role of presence","volume":"10","author":"G Riva","year":"2008","journal-title":"Emerging Communication: Studies in New Technologies and Practices in Communication"},{"key":"ref47","doi-asserted-by":"crossref","first-page":"332","DOI":"10.1038\/nrn1651","article-title":"From presence to consciousness through virtual reality","volume":"6","author":"M V Sanchez-Vives","year":"2005","journal-title":"Nat Rev Neurosci"},{"issue":"1","key":"ref48","doi-asserted-by":"crossref","first-page":"24","DOI":"10.1016\/j.newideapsych.2009.11.002","article-title":"From intention to action: The role of presence","volume":"29","author":"G Riva","year":"2011","journal-title":"New Ideas Psychol"},{"key":"ref49","first-page":"283","article-title":"Immersed in Media: Telepresence Theory, Measurement and Technology","author":"G Riva","year":"2015"},{"issue":"4","key":"ref50","doi-asserted-by":"crossref","first-page":"203","DOI":"10.1016\/j.intcom.2012.04.007","article-title":"From the body to the tools and back: a general framework for presence in mediated interactions","volume":"24","author":"G Riva","year":"2012","journal-title":"Interact Comput"},{"key":"ref51","doi-asserted-by":"crossref","DOI":"10.1057\/9781137431677","article-title":"Feeling present in the physical world and in computer-mediated environments","author":"J Waterworth","year":"2014"},{"key":"ref52","doi-asserted-by":"crossref","first-page":"2052","DOI":"10.3389\/fpsyg.2015.02052","article-title":"Being Present in Action: A Theoretical Model About the \u201cInterlocking\u201d Between Intentions and Environmental Affordances","volume":"6","author":"S Triberti","year":"2016","journal-title":"Front Psychol"},{"issue":"2","key":"ref53","article-title":"At the Heart of It All: The Concept of Presence","volume":"3","author":"M Lombard","year":"2006","journal-title":"J Comput Commun"},{"issue":"4","key":"ref54","doi-asserted-by":"crossref","first-page":"87","DOI":"10.2753\/JOA0091-3367350406","article-title":"Examining the Influence of Telepresence on Spectator and Player Processing of Real and Fictitious Brands in a Computer Game","volume":"35","author":"MR Nelson","year":"2006","journal-title":"J Advert"},{"issue":"2","key":"ref55","article-title":"Telepresence via Television: Two Dimensions of Telepresence May Have Different Connections to Memory and Persuasion","volume":"3","author":"T Kim","year":"1997","journal-title":"J Comput Commun"},{"key":"ref56","doi-asserted-by":"crossref","first-page":"315","DOI":"10.1080\/10496491.2011.596761","article-title":"A Model of Flow Experience as Determinant of Positive Attitudes Toward Online Advergames","volume":"17","author":"MD Hernandez","year":"2011","journal-title":"J Promot Manag"},{"issue":"5","key":"ref57","doi-asserted-by":"crossref","first-page":"627","DOI":"10.1177\/009365001028005003","article-title":"The Effects of Message Valence and Listener Arousal on Attention, Memory, and Facial Muscular Responses to Radio Advertisements","volume":"28","author":"PD Bolls","year":"2001","journal-title":"Communic Res"},{"issue":"4","key":"ref58","doi-asserted-by":"crossref","first-page":"341","DOI":"10.1162\/PRES_a_00204","article-title":"Psychological and Physiological Responses to Stereoscopic 3D Presentation in Handheld Digital Gaming: Comparing the Experiences of Frequent and Infrequent Game Players","volume":"23","author":"A Limperos","year":"2014","journal-title":"Presence Teleoperators Virtual Environ"},{"key":"ref59","doi-asserted-by":"crossref","unstructured":"Meehan M, Insko B, Whitton M, Brooks Jr FP. Physiological measures of presence in stressful virtual environments. Vol. 21, ACM Transactions on Graphics; Proceedings of ACM SIGGRAPH 2002, July 23, 2002\u2014July 26, 2002. 2002. p. 645\u201352. doi: 10.1145\/566654.566630","DOI":"10.1145\/566654.566630"},{"issue":"2","key":"ref60","doi-asserted-by":"crossref","first-page":"119","DOI":"10.1162\/PRES_a_00100","article-title":"Correlations Between Physiological Response, Gait, Personality, and Presence in Immersive Virtual Environments","volume":"21","author":"L Phillips","year":"2012","journal-title":"Presence Teleoperators Virtual Environ"},{"issue":"1","key":"ref61","doi-asserted-by":"crossref","first-page":"e39","DOI":"10.1371\/journal.pone.0000039","article-title":"A Virtual Reprise of the Stanley Milgram Obedience Experiments. Rustichini A, editor","volume":"1","author":"M Slater","year":"2006","journal-title":"PLoS One"},{"key":"ref62","article-title":"Handbook of Research on Effective Electronic Gaming in Education","author":"RERE Ferdig","year":"2008"},{"issue":"8","key":"ref63","doi-asserted-by":"crossref","first-page":"677","DOI":"10.1080\/10410230903263982","article-title":"Immersive Virtual Environment Technology: A Promising Tool for Future Social and Behavioral Genomics Research and Practice","volume":"24","author":"S Persky","year":"2009","journal-title":"Health Commun"},{"key":"ref64","first-page":"89","article-title":"Understanding user experience in stereoscopic 3D games","author":"J Schild","year":"2012","journal-title":"Conf Hum Factors Comput Syst\u2014Proc"},{"issue":"1","key":"ref65","doi-asserted-by":"crossref","first-page":"57","DOI":"10.1162\/pres.17.1.57","article-title":"Immersive Virtual Video Game Play and Presence: Influences on Aggressive Feelings and Behavior","volume":"17","author":"S Persky","year":"2008","journal-title":"Presence Teleoperators Virtual Environ"},{"key":"ref66","article-title":"Consumer Behaviour: A European Perspective","author":"MR Solomon","year":"2007"},{"issue":"2","key":"ref67","doi-asserted-by":"crossref","first-page":"46","DOI":"10.1080\/15252019.2010.10722169","article-title":"In-Game Advertising Effects","volume":"10","author":"B Lewis","year":"2010","journal-title":"J Interact Advert"},{"issue":"2\u20133","key":"ref68","doi-asserted-by":"crossref","first-page":"155","DOI":"10.1080\/00913367.2013.774590","article-title":"How Advergame Content Influences Explicit and Implicit Brand Attitudes: When Violence Spills Over","volume":"42","author":"MKJ Waiguny","year":"2013","journal-title":"J Advert"},{"issue":"1","key":"ref69","doi-asserted-by":"crossref","first-page":"33","DOI":"10.1016\/j.intmar.2011.04.005","article-title":"Effects of Prominence, Involvement, and Persuasion Knowledge on Children\u2019s Cognitive and Affective Responses to Advergames","volume":"26","author":"E a. van Reijmersdal","year":"2012","journal-title":"J Interact Mark"},{"issue":"1","key":"ref70","doi-asserted-by":"crossref","first-page":"27","DOI":"10.1080\/15252019.2008.10722145","article-title":"Enjoyment of Advergames and Brand Attitudes: the Impact of Thematic Relevance","volume":"9","author":"K Wise","year":"2008","journal-title":"J Interact Advert"},{"issue":"3","key":"ref71","doi-asserted-by":"crossref","first-page":"35","DOI":"10.2753\/JOA0091-3367410303","article-title":"Do you like What you Recognize?","volume":"41","author":"N Dens","year":"2012","journal-title":"J Advert Advert"},{"issue":"3","key":"ref72","doi-asserted-by":"crossref","first-page":"43","DOI":"10.1080\/00913367.2002.10673675","article-title":"Impact of 3-D advertising on product knowledge, brand attitude, and purchase intention: The mediation role of presence","volume":"31","author":"H Li","year":"2002","journal-title":"J Advert"},{"issue":"10","key":"ref73","doi-asserted-by":"crossref","first-page":"2164","DOI":"10.1016\/j.jbusres.2014.04.026","article-title":"How do 3-dimensional images promote products on the Internet?","volume":"67","author":"YK Choi","year":"2014","journal-title":"J Bus Res"},{"issue":"9\u201310","key":"ref74","doi-asserted-by":"crossref","first-page":"967","DOI":"10.1080\/02672570903498819","article-title":"Effect of online 3D advertising on consumer responses: the mediating role of telepresence","volume":"26","author":"S Debbabi","year":"2010","journal-title":"J Mark Manag"},{"issue":"3","key":"ref75","doi-asserted-by":"crossref","first-page":"377","DOI":"10.2501\/IJA-31-2-377-396","article-title":"The Effect of 3-D Product Visualisation on the Strength of Brand Attitude","volume":"31","author":"K-Y Lee","year":"2012","journal-title":"Int J Advert"},{"issue":"4","key":"ref76","doi-asserted-by":"crossref","first-page":"177","DOI":"10.1007\/s10055-017-0306-3","article-title":"When brands come to life: experimental research on the vividness effect of Virtual Reality in transformational marketing communications","volume":"21","author":"H Van Kerrebroeck","year":"2017","journal-title":"Virtual Real"},{"issue":"1","key":"ref77","doi-asserted-by":"crossref","first-page":"47","DOI":"10.1080\/10641734.1998.10505076","article-title":"Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall","volume":"20","author":"PB Gupta","year":"1998","journal-title":"J Curr Issues Res Advert"},{"issue":"2","key":"ref78","doi-asserted-by":"crossref","first-page":"31","DOI":"10.1080\/10641734.2000.10505106","article-title":"A Study of Factors Affecting Consumer Evaluations and Memory of Product Placements in Movies","volume":"22","author":"A D\u2019Astous","year":"2000","journal-title":"J Curr Issues Res Advert"},{"issue":"12","key":"ref79","doi-asserted-by":"crossref","first-page":"1059","DOI":"10.1002\/1520-6793(200012)17:12<1059::AID-MAR3>3.0.CO;2-V","article-title":"I\u2019ll have what she\u2019s having: Gauging the impact of product placements on viewers","volume":"17","author":"S Law","year":"2000","journal-title":"Psychol Mark"},{"issue":"4","key":"ref80","first-page":"201","article-title":"Brand Recall and Recognition: A Comparison of Television and Sport Video Games as Presentation Modes","volume":"17","author":"P Walsh","year":"2008","journal-title":"Sport Mark Q"},{"key":"ref81","article-title":"Building strong brands","author":"DA Aaker","year":"2012"},{"issue":"1","key":"ref82","doi-asserted-by":"crossref","first-page":"46","DOI":"10.1111\/j.1460-2466.2000.tb02833.x","article-title":"The limited capacity model of mediated message processing","volume":"50","author":"A Lang","year":"2000","journal-title":"J Commun"},{"issue":"3","key":"ref83","article-title":"Experiencing Interactive Advertising beyond Rich Media: Impacts of Ad Type and Presence on Brand Effectiveness in 3D Gaming Immersive Virtual Environments","volume":"4","author":"DM Grigorovici","year":"2004","journal-title":"J Interact Advert"},{"issue":"4","key":"ref84","doi-asserted-by":"crossref","first-page":"75","DOI":"10.2753\/JOA0091-3367360406","article-title":"Effects of Product Placement in On-line Games on Brand Memory: A Perspective of the Limited-Capacity Model of Attention","volume":"36","author":"M Lee","year":"2007","journal-title":"J Advert"},{"key":"ref85","doi-asserted-by":"crossref","first-page":"544","DOI":"10.1016\/j.chb.2014.06.012","article-title":"The impact of social setting on the recall and recognition of in-game advertising","volume":"53","author":"L Herrewijn","year":"2014","journal-title":"Comput Hum Behav J"},{"issue":"2","key":"ref86","doi-asserted-by":"crossref","first-page":"89","DOI":"10.1016\/j.neulet.2012.07.049","article-title":"SSVEP and ERP measurement of cognitive fatigue caused by stereoscopic 3D","volume":"525","author":"S Mun","year":"2012","journal-title":"Neurosci Lett"},{"key":"ref87","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1080\/02650487.2017.1347366","article-title":"Modelling the dimensionality effects on brand placement effectiveness in stereoscopic 3-D versus 2-D sports games","volume":"12","author":"MY-C Yim","year":"2017","journal-title":"Int J Advert"},{"key":"ref88","doi-asserted-by":"crossref","unstructured":"Sebrechts MM, Cugini J V, Laskowski SJ, Vasilakis J, Miller MS. Visualization of search results: a comparative evaluation of text, 2D, and 3D interfaces. In: Hearst M, Gey FC, Tong R, editors. Proceedings of the 22nd annual international ACM SIGIR conference on Research and development in information retrieval. New York, NY: ACM; 1999. p. 3\u201310.","DOI":"10.1145\/312624.312634"},{"key":"ref89","first-page":"77","article-title":"Probing Experience","author":"RJE Rajae-Joordens","year":"2008"},{"issue":"3","key":"ref90","doi-asserted-by":"crossref","first-page":"1054","DOI":"10.1016\/j.chb.2012.09.006","article-title":"Lost in space? Cognitive fit and cognitive load in 3D virtual environments","volume":"29","author":"S van Der Land","year":"2013","journal-title":"Comput Human Behav"},{"issue":"4","key":"ref91","doi-asserted-by":"crossref","first-page":"505","DOI":"10.1080\/15213269.2016.1142377","article-title":"Positive or Negative Effects of Technology Enhancement for Brand Placements? Memory of Brand Placements in 2D, 3D, and 4D Movies","volume":"19","author":"R Terlutter","year":"2016","journal-title":"Media Psychol"},{"key":"ref92","unstructured":"Oxford N. What\u2019s the Definition of An Action Game? [Internet]. 2017 [cited 2018 March 23]. Available from: https:\/\/www.lifewire.com\/nintendo-action-game-1126179<\/ext-link>"},{"issue":"1","key":"ref93","doi-asserted-by":"crossref","first-page":"2","DOI":"10.1037\/a0024338","article-title":"Effect size estimates: current use, calculations, and interpretation","volume":"141","author":"CO Fritz","year":"2012","journal-title":"J Exp Psychol Gen"},{"issue":"2","key":"ref94","doi-asserted-by":"crossref","first-page":"135","DOI":"10.1016\/j.edurev.2010.12.001","article-title":"Eta squared and partial eta squared as measures of effect size in educational research","volume":"6","author":"JTE Richardson","year":"2011","journal-title":"Educ Res Rev"},{"key":"ref95","first-page":"87","article-title":"Modern Statistical Methods for HCI","author":"K Yatani","year":"2016"},{"key":"ref96","doi-asserted-by":"crossref","first-page":"863","DOI":"10.3389\/fpsyg.2013.00863","article-title":"Calculating and reporting effect sizes to facilitate cumulative science: A practical primer for t-tests and ANOVAs","volume":"4","author":"D Lakens","year":"2013","journal-title":"Front Psychol"},{"issue":"2","key":"ref97","doi-asserted-by":"crossref","first-page":"107","DOI":"10.3102\/10769986006002107","article-title":"Distribution theory for Glass\u2019s estimator of effect size and related estimators","volume":"6","author":"LV Hedges","year":"1981","journal-title":"J Educ Stat"},{"issue":"2","key":"ref98","doi-asserted-by":"crossref","first-page":"490","DOI":"10.1037\/0033-2909.92.2.490","article-title":"Estimation of effect size from a series of independent experiments","volume":"92","author":"LV Hedges","year":"1982","journal-title":"Psychol Bull"},{"issue":"1","key":"ref99","doi-asserted-by":"crossref","first-page":"6","DOI":"10.1027\/0044-3409.217.1.6","article-title":"Effect sizes: Why, when, and how to use them","volume":"217","author":"RL Rosnow","year":"2009","journal-title":"Zeitschrift f\u00fcr Psychol Psychol"},{"key":"ref100","article-title":"Statistical power analysis for the behavioral sciences","author":"J Cohen","year":"1988"},{"key":"ref101","doi-asserted-by":"crossref","DOI":"10.4324\/9781315773155","article-title":"Statistical power analysis: A simple and general model for traditional and modern hypothesis tests","author":"KR Murphy","year":"2014"},{"key":"ref102","unstructured":"Entertainment Software Association. Essential Facts About the Computer and Video Game Industry [Internet]. Entertainment Software Association. 2015 [cited 2016 May 7]. Available from: http:\/\/www.theesa.com\/wp-content\/uploads\/2015\/04\/ESA-Essential-Facts-2015.pdf<\/ext-link>"},{"key":"ref103","doi-asserted-by":"crossref","first-page":"805","DOI":"10.1016\/j.chb.2016.06.028","article-title":"Motivations for videogame play: predictors of time spent playing","volume":"63","author":"D Johnson","year":"2016","journal-title":"Comput Human Behav"},{"issue":"6","key":"ref104","doi-asserted-by":"crossref","first-page":"1259","DOI":"10.1016\/j.chb.2010.03.034","article-title":"Advergames and the effects of game-product congruity","volume":"26","author":"ML Gross","year":"2010","journal-title":"Comput Human Behav"},{"issue":"4","key":"ref105","doi-asserted-by":"crossref","first-page":"7","DOI":"10.2501\/JAR-41-4-7-21","article-title":"Location, location, location: Insights for advertising placement on the web","volume":"41","author":"PN Shamdasani","year":"2001","journal-title":"J Advert Res"},{"key":"ref106","first-page":"261","article-title":"Diagnostik von Motiv und Selstkonzept","author":"F Rheinberg","year":"2003"},{"issue":"6","key":"ref107","doi-asserted-by":"crossref","first-page":"424","DOI":"10.1037\/h0031246","article-title":"Nonparametric indexes for sensitivity and bias: computing formulas","volume":"75","author":"JB Grier","year":"1971","journal-title":"Psychol Bull"},{"issue":"2","key":"ref108","doi-asserted-by":"crossref","first-page":"159","DOI":"10.1207\/s15327663jcp0702_03","article-title":"Development of a scale to measure consumer skepticism toward advertising","volume":"7","author":"C Obermiller","year":"1998","journal-title":"J Consum Psychol"},{"issue":"9","key":"ref109","doi-asserted-by":"crossref","first-page":"999","DOI":"10.1016\/j.jbusres.2006.06.003","article-title":"Using the technology acceptance model to explain how attitudes determine Internet usage: The role of perceived access barriers and demographics","volume":"59","author":"CE Porter","year":"2006","journal-title":"J Bus Res"},{"issue":"4","key":"ref110","doi-asserted-by":"crossref","first-page":"293","DOI":"10.1207\/s1532690xci0804_2","article-title":"Cognitive load theory and the format of instruction","volume":"8","author":"P Chandler","year":"1991","journal-title":"Cogn Instr"},{"issue":"1","key":"ref111","doi-asserted-by":"crossref","first-page":"178","DOI":"10.1086\/527341","article-title":"Can Evaluative Conditioning Change Attitudes toward Mature Brands? New Evidence from the Implicit Association Test","volume":"35","author":"B Gibson","year":"2008","journal-title":"J Consum Res"},{"issue":"12","key":"ref112","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1371\/journal.pone.0167523","article-title":"The impact of virtual reality on chronic pain","volume":"11","author":"T Jones","year":"2016","journal-title":"PLoS One"},{"issue":"5","key":"ref113","doi-asserted-by":"crossref","first-page":"920","DOI":"10.1518\/001872007X230262","article-title":"Motion Sickness, Console Video Games, and Head-Mounted Displays","volume":"49","author":"O Merhi","year":"2007","journal-title":"Hum Factors J Hum Factors Ergon Soc"},{"issue":"4","key":"ref114","doi-asserted-by":"crossref","first-page":"737","DOI":"10.1177\/001872089303500412","article-title":"The efficiency of instructional conditions: An approach to combine mental effort and performance measures","volume":"35","author":"FGWC Paas","year":"1993","journal-title":"Hum Factors"},{"issue":"1","key":"ref115","doi-asserted-by":"crossref","first-page":"53","DOI":"10.1207\/S15326985EP3801_7","article-title":"Direct measurement of cognitive load in multimedia learning","volume":"38","author":"R Br\u00fcnken","year":"2003","journal-title":"Educ Psychol"},{"issue":"1","key":"ref116","first-page":"37","article-title":"Receptiveness of Gamers to Embedded Brand Messages in Advergames: Attitudes towards Product Placement","volume":"7","author":"T Winkler","year":"2006","journal-title":"J Interact Advert"},{"issue":"2\u20133","key":"ref117","doi-asserted-by":"crossref","first-page":"219","DOI":"10.1080\/00913367.2013.775798","article-title":"Audio and Visual Distractions and Implicit Brand Memory: A Study of Video Game Players","volume":"42","author":"YK Choi","year":"2013","journal-title":"J Advert"},{"issue":"2","key":"ref118","doi-asserted-by":"crossref","first-page":"1","DOI":"10.1080\/15252019.2012.10722192","article-title":"The Impact of Game Customization and Control Mechanisms on Recall of Integral and Peripheral Brand Placements in Videogames","volume":"12","author":"FE Dardis","year":"2012","journal-title":"J Interact Advert"},{"issue":"1","key":"ref119","doi-asserted-by":"crossref","first-page":"78","DOI":"10.1162\/105474698565541","article-title":"Presence as Being-in-the-World","volume":"7","author":"P Zahorik","year":"1998","journal-title":"Presence Teleoperators Virtual Environ"},{"key":"ref120","first-page":"25","article-title":"From Communication to Presence: Cognition, Emotions and Culture towards the Ultimate Communicative Experience Festschrift in honor of Luigi Anolli","author":"C Coelho","year":"2006"},{"issue":"c","key":"ref121","doi-asserted-by":"crossref","first-page":"90","DOI":"10.1109\/VRAIS.1993.380793","article-title":"Presence in immersive virtual environments","author":"M Slater","year":"1993","journal-title":"Proc IEEE Virtual Real Annu Int Symp"},{"issue":"3","key":"ref122","doi-asserted-by":"crossref","first-page":"99","DOI":"10.1089\/cyber.2010.0100","article-title":"The Role of Immersion and Narrative in Mediated Presence: The Virtual Hospital Experience","volume":"14","author":"A Gorini","year":"2010","journal-title":"Cyberpsychology, Behav Soc Netw"},{"issue":"1","key":"ref123","doi-asserted-by":"crossref","first-page":"109","DOI":"10.1162\/pres.1992.1.1.109","article-title":"Telepresence","volume":"1","author":"RM Held","year":"1992","journal-title":"Presence Teleoperators Virtual Environ"},{"issue":"6547","key":"ref124","doi-asserted-by":"crossref","first-page":"295","DOI":"10.1038\/377295a0","article-title":"The amygdala and emotional memory","volume":"377","author":"L Cahill","year":"1995","journal-title":"Nature"},{"key":"ref125","first-page":"173","article-title":"The mind-brain continuum: sensory processes","author":"H Eichenbaum","year":"1996"}],"container-title":["PLOS ONE"],"original-title":[],"language":"en","link":[{"URL":"http:\/\/dx.plos.org\/10.1371\/journal.pone.0200724","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2022,8,28]],"date-time":"2022-08-28T00:20:19Z","timestamp":1661646019000},"score":1,"resource":{"primary":{"URL":"https:\/\/dx.plos.org\/10.1371\/journal.pone.0200724"}},"subtitle":[],"editor":[{"given":"Stefano","family":"Triberti","sequence":"first","affiliation":[],"role":[{"vocabulary":"crossref","role":"editor"}]}],"short-title":[],"issued":{"date-parts":[[2018,7,20]]},"references-count":125,"journal-issue":{"issue":"7","published-online":{"date-parts":[[2018,7,20]]}},"URL":"https:\/\/doi.org\/10.1371\/journal.pone.0200724","relation":{},"ISSN":["1932-6203"],"issn-type":[{"value":"1932-6203","type":"electronic"}],"subject":[],"published":{"date-parts":[[2018,7,20]]}}}