Are there optimal levels of arousal to memory? Effects of arousal, centrality, and familiarity on brand memory in video games

Using a modified first-person shooter game, Counter Strike 2, this study tested (1) if the Yerkes-Dodson law could be applied to the relationship between physiological arousal (skin conductance) and brand memory in the new interactive technology setting; (2) if central and familiar ads are better recognized; and (3) if there are any interaction effects among arousal, centrality, and familiarity on brand memory. A pre-test was conducted to estimate the cut-off points of arousal into three levels (low, medium, and high) in the identical setting. Through within-subject analysis, a total of 550 cases were categorized into the three levels of arousal and analyzed. The results showed the highest recognition scores at the medium level of arousal, and no significant difference between the medium and high levels of arousal in brand memory. The participants remembered better centrally located brands than peripheral brands. Familiarity also had a positive relationship with the levels of arousal. Particularly, the recognition scores for centrally located brands increased with the levels of arousal, but no difference was found for peripheral brands. Findings and implications were discussed.