[{"data":1,"prerenderedAt":94},["ShallowReactive",2],{"article:the-context-of-the-experience-in-advergames-an-exploratory-research-with-users":3},{"success":4,"article":5,"request":91},true,{"parent":6,"langs":7,"_id":10,"contributors":11,"typeData":20,"data":80,"slugs":89,"slug":90},"f43247ba-af93-4a8a-898e-651ef65d9bd2",[8,9],"primary","secondary","ab3669b0-1c76-4ad1-9400-d28ecf9f754f",[12,16],{"lastName":13,"name":14,"_id":15},"Buccini","Marcos","4bf8636b-caa4-4ea2-8f53-aacc07f72424",{"lastName":17,"name":18,"_id":19},"Corradini","Andrea","8f32b756-a124-4c3a-a3b1-6f076d5d21a1",{"startPage":21,"references":22,"endPage":77,"track":78,"has_file":4,"doi":79},"877",[23,26,29,32,35,38,41,44,47,50,53,56,59,62,65,68,71,74],{"label":24,"id":25},"BATES, Bob. \u003Cstrong>Game Design\u003C/strong>. Florence: Course Technology PTR, 2004.","4ed91e11-b340-4232-a9b4-38bb76ba5b00",{"label":27,"id":28},"BUCCINI, Marcos; PADOVANI, Stephania. Uma introdução ao design experiencial. \u003Cstrong>Revista Estudos em Design\u003C/strong>, v. 13, n.2. p. 9-29, abr. 2006.","60b9323b-a6ec-4059-a14c-606448f84d70",{"id":30,"label":31},"28dc5358-027b-4a27-a087-2d33458b38e3","BUCKNER, K.; FANG, H.; QIAO, S. \u003Cstrong>Advergaming\u003C/strong>: A New Genre in Internet Advertising. 2002. Disponível em: http://www.dcs.napier.ac.uk/~mm/socbytes/feb2002_i/9.html. Acesso em 12/12/2007.",{"label":33,"id":34},"CARTELLIERI, Caroline et. Al. O Verdadeiro Impacto da Propaganda na Internet. em SHETH, Jagdish N., ESHGHI, Abdolreza e KRISHNAN, Balaji C. – \u003Cstrong>Marketing na Internet\u003C/strong>. 1ª ed. Porto Alegre: Bookman, 2002.","ad1275fc-ef44-4807-ab83-d51d09d00b18",{"label":36,"id":37},"DAHL, Stephan; EAGLE, Lynne; BÁEZ, Carlos. \u003Cstrong>Analysing Advergames\u003C/strong>: Active Diversions or Actually Deception. Middlesex University Business School: Social Science Research Network, 2006. Disponível em: http://papers.ssrn.com/sol3/papers.cfm?abstract_id=907841. Acesso em: 02/01/2008.","91dccef3-d24d-49f7-a69e-bb2d7ae20311",{"label":39,"id":40},"FREITAS, Henrique e OLIVEIRA, Mirian. Focus group: instrumentalizando o seu planejamento. In: GODOI, Christiane Kleinubing, BANDEIRA-DE-MELO, Rodrigo e SILVA, Anielson Barbosa (Org.) \u003Cstrong>Pesquisa Qualitativa em Estudos Organizacionais\u003C/strong>. São Paulo: Editora Saraiva, 2006. (p. 325 a 346).","4d2bb534-0084-4b76-849f-ba9cc9c4df99",{"label":42,"id":43},"GEISTFELD, Loren V. Consumer Decision Making: The Technical Efficiency Approach. \u003Cstrong>Journal of Consumer Research\u003C/strong>. Vol. 4, nº 1, jun 1977. Pgs. 48-56.","1b0cd54c-e8c8-4523-9c14-7566faeab743",{"label":45,"id":46},"GRIGOROVICI, D.M.; CONSTANTIN, C.D. Experiencing Interactive Advertising Beyond Rich Media. Impacts of Ad Type and Presence on Brand Effectiveness in 3D Gaming Immersive Virtual Environments. \u003Cstrong>Journal of Interactive Advertising\u003C/strong>, 5 (1), p. 1 – 26. 2004.","53f969d4-83fe-4b1d-9557-18b07e2d68b2",{"label":48,"id":49},"HOLBROOK, Moris e HIRSCHMAN, Elisabeth C. The Experiential Aspects of Consumption: Consumer Fantasies, Feelings and Fun. \u003Cstrong>Journal of Consumer Research\u003C/strong>. Vol. 9, nº 2, set. 1982. Pgs. 132-140.","d94ba05e-057e-4e92-a5dc-b26c02647690",{"label":51,"id":52},"HOLBROOK, Moris. The Millenial Consumer in the text of our times: Experience and Entertainment. \u003Cstrong>Journal of Macromarketing\u003C/strong>. Dezembro 2000.","69099296-e510-45bf-9f6a-756025bb78e1",{"id":54,"label":55},"04284e87-2396-4400-8b9b-2062516bfe50","JORDAN, Patrick W. \u003Cstrong>Designing pleasurable products\u003C/strong>: an introduction to the new human factors. Londres: Taylor & Francis, 2002.",{"label":57,"id":58},"KASSARJIAN, Harold. Content Analysis in Consumer Research. \u003Cstrong>Journal of Consumer Research\u003C/strong>. Vol. 4, jun 1977. Pgs. 8-18","d5a2b900-fc9a-43aa-b3ff-98904fcc90e9",{"label":60,"id":61},"MALHOTRA, Naresh K. \u003Cstrong>Pesquisa de Marketing\u003C/strong> – Uma Orientação Aplicada. 3a. Ed. Porto Alegre: Bookman, 2001.","4c83b014-f7ae-42ab-aa1a-69f9af3289cf",{"label":63,"id":64},"NORMAN, Donald A. \u003Cstrong>Emotional design\u003C/strong>: why we love (or hate) everyday things. Nova York: Basic Books, 2004.","00ae0aca-e3f2-447b-989c-ebccf50612ed",{"id":66,"label":67},"815f884a-77c4-42e1-b87b-a5ed2b3d0669","PETITINGA JÚNIOR, Paulo Roberto. \u003Cstrong>É hora de jogar\u003C/strong>: a interação entre marcas e consumidores no formato de advergame. Monografia de conclusão do curso de Publicidade e Propaganda. Departamento de Comunicação. Universidade Salgado de Oliveira, 2006.",{"id":69,"label":70},"b62bd44c-425c-4cbb-90e3-74d2a7471354","SCAMMON, Debra L. “Information Load” and Consumers. \u003Cstrong>Journal of Consumer Research\u003C/strong>. Vol. 4, nº 3, dez. 1977. Pgs. 140-155.",{"id":72,"label":73},"74390691-a91e-4fcb-a099-98d85f9efaa4","SCHMITT, Bernd. \u003Cstrong>Marketing Experimental\u003C/strong>. São Paulo: Nobel, 1999.",{"label":75,"id":76},"WIKIPEDIA. \u003Cstrong>Advergame\u003C/strong>. Disponível em: http://en.wikipedia.org/wiki/Advergaming. Acesso em: 09/11/2007.","71a43f5d-380c-45de-9fb1-79ad23b130fd","887","tu0kxfwj","",{"primary":81,"secondary":85},{"keywords":82,"excerpt":83,"title":84},"\u003Cp>advergame, design experiencial, marketing\u003C/p>","\u003Cp>A tecnologia proporciona uma revolução na interação entre empresas e consumidores. Surgem novas ferramentas de marketing que exploram o lado emotivo e as experiências positivas dos usuários. Por exemplo, o advergame, que mistura tecnologia, marketing e design, com a intenção de gerar simpatia entre o usuário e a marca. Através de uma pesquisa qualitativa exploratória, observou-se que as experiências dos Sentidos, Sentimento, Social e de Uso são bastante relevantes no contexto dos advergames. Permitindo uma reflexão sobre a interação entre empresas e consumidores através dos advergames, relatando aspectos positivos e negativos de acordo com a as experiências vivenciadas pelos usuários.\u003C/p>","\u003Cp>O Contexto da Experiência em Advergames: Uma Investigação Exploratória Junto a Usuários\u003C/p>",{"keywords":86,"excerpt":87,"title":88},"\u003Cp>advergames, experiencial design, marketing\u003C/p>","\u003Cp>The technology provides a revolution in the interaction between business and consumers. There are new marketing tools exploiting the emotional side and the positive experiences of the users. The advergames, for example, mix technology, marketing and design, with the intention of generating sympathy between the user and the brand. Through an exploratory qualitative research, it was observed that the experiences of Sense, Feelings, Social and Use are very relevant in the context of advergames. It allowed a reflection on the interaction between business and consumers through advergames, reporting positive and negative aspects, according to the users ́ experiences.\u003C/p>","\u003Cp>The Context of the Experience in Advergames: An Exploratory Research with Users\u003C/p>",[90],"the-context-of-the-experience-in-advergames-an-exploratory-research-with-users",{"target":92,"query":93},"articles/get",{"slug":90},1780316034082]