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　The purpose of this study was to investigate the effect of learning approaches employed in Advergaming on the recall of communicating message and attitudes toward Advergaming, and purchase intention. A laboratory experiment was designed to explore the relationships among research variables.
　
　The results of the study show that the types of learning theory applied in Advergaming have significant effects on the recall of communicating message. Specially, cognitive learning applied in Advergaming generates greater recall of brand name and product information than conditioned learning. In addition, the attitudes toward Advergaming are significantly different as a result of learning theory types employed. Classical conditioning applied in Advergaming induces most positive attitude in three learning theories and operant conditioning is the second and then cognitive learning is third. Finally, the hedonic attitudes towardAdvergaming dominates respondents’ attitude toward Advergaming. When more positive attitudes toward Advergaming are induced, respondents will have greater purchase intention toward the product.

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