Cultural persuasive affordances in advergaming design across cultures: a conceptual model

Abstract

This paper presents a discussion on across-cultural design and persuasive gaming, particularly for advertising purposes. The concept of advergaming is related to the integration of the brand attributes and the creation of persuasive messages inside the advergame. From a design perspective, aspects that are part of persuasive design across cultures are examined. Following this, a conceptual framework with the integration of cultural persuasive affordances that could be considered in studies involving persuasion, gaming, branding and cross-cultural consumer behavior is presented.