Title
Children and advergames : the role of product involvement, prior brand attitude, persuasion knowledge and game attitude in purchase intentions and changing attitudes Children and advergames : the role of product involvement, prior brand attitude, persuasion knowledge and game attitude in purchase intentions and changing attitudes
Author
Faculty/Department
Faculty of Social Sciences. Communication Sciences
Faculty of Social Sciences. Sociology
Publication type
article
Publication
London ,
Subject
Sociology
Source (journal)
International journal of advertising. - London
Volume/pages
(2016) , p. 1-22
ISSN
0265-0487
1759-3948
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
The central aim of this study is to build upon previous research by investigating the role of product involvement, prior brand attitude, persuasion knowledge and game attitude in the brand attitude changes and purchase intentions of children after playing an advergame. In all, 279 respondents between the ages of 10 and 12 years participated in the study. First, they were asked to complete a pre-test survey addressing product involvement and prior brand attitude towards several products and brands. Two weeks later, the respondents were asked to play an advergame and complete a survey addressing brand attitude, purchase intention, persuasion knowledge and attitude towards the game. Our analysis reveals that a positive attitude change is more likely when the game player has already evaluated the brand positively. Furthermore, game attitude is positively related to attitude changes towards the advertised brands, consistent with affect transfer theory. Counterintuitively, a higher level of persuasion knowledge is associated with a higher intention to buy the advertised product. Finally, children who had a more positive attitude towards the game were more likely to report higher purchase intentions, indicating that games which provide good experiences positively influence behavioural intentions. We conclude the paper by discussing the study's limitations and suggestions for future research.
E-info
https://repository.uantwerpen.be/docman/iruaauth/06a202/133130.pdf
Handle