Vol 5 No 1 Fall 2004

Note From Guest Editor
Terry Daugherty
Advertainment or Adcreep? Game Players’ Attitudes toward Advertising and Product Placements in Computer Games
Michelle R. Nelson, Heejo Keum and Ronald A. Yaros
Experiencing Interactive Advertising beyond Rich Media: Impacts of Ad Type and Presence on Brand Effectiveness in 3D Gaming Immersive Virtual Environments
Dan Grigorovici and Corina Constantin
The Effect of Billboards within the Gaming Environment
Isabella M. Chaney, Ku-Ho Lin, and James Chaney
Motivations to Regulate Online Gambling and Violent Game Sites: An Account of the Third-Person Effect
Fang Wan and Seounmi Youn
The Value of Relationship Strength in Segmenting Casino Patrons: An Exploratory Investigation
Joanna Phillips, Mavis Tandoh, Stephanie Noble, Victoria Bush
Hispanic Attitudes toward Advergames: A Proposed Model of their Antecedents
Monica D. Hernandez, Sindy Chapa, Michael S. Minor, Cecilia Maldonado and Fernando Barranzuela