Publication
Title
Comparing TV ads and advergames targeting children : the impact of persuasion knowledge on behavioural response
Author
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.
Language
English
Source (journal)
The journal of advertising. - Clemson, S.C., 1972, currens
Publication
Clemson, S.C. : 2013
ISSN
0091-3367 [print]
1557-7805 [online]
Volume/pages
42:2-3(2013), p. 264-273
ISI
000318981900014
Full text (Publisher's DOI)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 18.06.2013
Last edited 18.06.2017
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