XBOX KINECT VS. HAND HELD GAME CONTROLLERS IN RECALLING ADVERTISEMENTS IN ELECTRONIC GAMES

The advent of Microsoft’s Xbox Kinect allows gamers to direct the action in electronic games without hand controllers and with body movements. This dissertation examines whether hand held game controllers produce less or more recall of imbedded advertisements than with Kinect and no hand held controller. The results of this study show an increase of approximately 2-6% without hand controllers.