Publication
Title
Children's responses to traditional versus hybrid advertising : the moderating role of persuasion knowledge
Author
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.
Language
English
Source (journal)
Journal of consumer policy. - Dordrecht
Publication
Dordrecht : 2014
ISSN
0168-7034
Volume/pages
37:2(2014), p. 235-255
Full text (Publisher's DOI)
Full text (publisher's version - intranet only)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
VABB-SHW
Record
Identification
Creation 20.03.2015
Last edited 22.11.2016
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