ASCoR PhD Candidate Verena Wottrich won the Top Student Award of the Communication and Technology (CAT) division for her paper ‘The Role of Customization, Brand Trust, and Privacy Concerns in Advergaming’ at this year’s annual meeting of the International Communication Association (ICA), held in Fukuoka, Japan. The paper was co-authored by prof. dr. ir. Peeter Verlegh and prof. dr. Edith Smit.
In their study, Verena, Peeter, and Edith investigated the effects of two advergame features (i.e., customization possibilities and brand trust) on players’ brand attitude and personal information disclosure, and they examined the role of consumer privacy concerns in this relationship. Results demonstrate that privacy concerns have negative effects on brand attitude and information disclosure and that privacy concerns strongly condition advergame effectiveness.