Play willingness studies

While integrity and clarity of message are traditionally emphasized in advertising strategy, recent game advertisements have adopted an opposite approach, utilizing incomplete information in game videos to enhance play willingness. This study investigates the impact of missing information on play willingness and the contributing factors through three experiments. The study found that incomplete game videos more likely stimulated play willingness compared to complete videos. Additionally, missing information ignited a desire for a complete message, prompting the audience to reinforce the play willingness to fill the gaps. Lastly, the study identified the Need for Cognitive Closure (NFCC) as a moderating factor in the “information missing-curiosity drive” relationship. An individual’s tolerance for ambiguity and lack of information influences their play willingness.