Abstract
The purpose of this study is to investigate the effects of cognitive load and game involvement on consumers' affective responses while comparing single and multi-brand settings in advergames. An experiment was conducted to study the differences between single and multi-brand settings at different levels of cognitive load, with the interaction of game involvement. Results showed that although there was no significant attitude difference towards single and multi-brand settings in advergames, the players' attitude towards the main brand is more positive in a single brand setting. Second, different levels of cognitive load affect attitude towards the main brand both in single and multi-brand settings, but the attitude change is observed only in single brand setting at high cognitive load. The results of the third analysis yielded that game involvement along with high cognitive load affects all attitudes positively.