Title
Comparing TV ads and advergames targeting children : the impact of persuasion knowledge on behavioural response Comparing TV ads and advergames targeting children : the impact of persuasion knowledge on behavioural response
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
Clemson, S.C. ,
Subject
Economics
Mass communications
Source (journal)
The journal of advertising. - Clemson, S.C., 1972, currens
Volume/pages
42(2013) :2-3 , p. 264-273
ISSN
0091-3367
1557-7805
ISI
000318981900014
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
Although thousands of advergames are directed at children, little is known about how advergames affect children and whether this persuasive process differs from traditional advertising formats. Investigating the underlying persuasive mechanism, Study 1 shows that, for TV advertising, persuasion knowledge drives the persuasive effects while, for advergames, persuasion is mainly driven by the attitude toward the game. Adding advertising cues to the advergame does not increase persuasion knowledge but does diminish the positive attitude toward the game effect, influencing behavior indirectly. Study 2 demonstrates that, for an advergame, the persuasive mechanism does not differ between a commercial versus a social persuasive message.
E-info
http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000318981900014&DestLinkType=RelatedRecords&DestApp=ALL_WOS&UsrCustomerID=ef845e08c439e550330acc77c7d2d848
http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000318981900014&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=ef845e08c439e550330acc77c7d2d848
http://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000318981900014&DestLinkType=CitingArticles&DestApp=ALL_WOS&UsrCustomerID=ef845e08c439e550330acc77c7d2d848
Handle