Title
Children's responses to traditional versus hybrid advertising : the moderating role of persuasion knowledge Children's responses to traditional versus hybrid advertising : the moderating role of persuasion knowledge
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
Dordrecht ,
Subject
Economics
Mass communications
Source (journal)
Journal of consumer policy. - Dordrecht
Volume/pages
37(2014) :2 , p. 235-255
ISSN
0168-7034
vabb
c:vabb:381373
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
Research on the impact of advertising on children has failed to keep pace with the rapidly changing media environment. Using an experimental approach, childrens responses towards traditional (television advertisement) versus new, hybrid advertising techniques (trailer, advergame, and their combination), and the moderating role of persuasion knowledge, are investigated. Results show that children who played an advergame have more difficulty recalling the advertised brand than children who saw a traditional television advertisement. When confronted with integrated marketing communications (a trailer followed by an advergame), children without knowledge of persuasive intent developed a more positive brand attitude than children with persuasion knowledge. The implications of these results are discussed.
E-info
https://repository.uantwerpen.be/docman/iruaauth/e9c64e/79342625312.pdf
Handle