Digital Game Brand Image Information Influence to the Inexperienced Consumer's Product Evaluation

It is widely held that brands positively influence the perceived quality of products. Further, brands act as signals of quality when attribute level data is missing. Hence, brands are often posited to enhance evaluation, particularly among the less experienced consumers. Surprisingly little evidence, however, exists to support these beliefs in the context of digital games, pointing us to wonder the reasoning behind brand investments. In this experimental research, the ideas from the information processing theory of consumer choice by Bettman are used to study the brand influence to consumer evaluations in the context of digital games. The results of this study indicate that evaluation is not greatly biased by the brand image.