Transferring game attitudes to the brand: persuasion from age 6 to 14



Neyens, Evy, Smits, Tim and Boyland, Emma ORCID: 0000-0001-8384-4994
(2017) Transferring game attitudes to the brand: persuasion from age 6 to 14. International Journal of Advertising, 36 (5). pp. 724-742.

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Abstract

This paper aims to replicate previous findings regarding the differential impact of TV advertising and advergames on children’s brand attitudes and pester intentions. Using a large data-set (N = 940, Mage = 9.8, SD = 2.4), with children ranging between 6 and 14 years old, the influence of passive exposure to TV advertising is compared to active exposure to an advergame. In addition, the potential moderating effect of age is explored. In a betweenparticipants experiment, Flemish children were randomly assigned to watch a TV ad, play an advergame, or a no marketing control condition. Results revealed that children who had played the advergame reported significantly more positive brand attitudes compared to children who had watched the TV ad and children in the no advertising exposure control group. Children’s pester intent was significantly higher for the advergame compared to the TV ad, but not compared to the no advertising exposure control group. The findings further showed that children’s attitudes towards the ad format mediate the impact of the advertising format on pester intent. The advergame was indirectly more persuasive than the TV ad since children reported more positive attitudes towards the advergame compared to the TV advertisement. Moreover, this mediation effect did not differ by children’s age. Persuasion knowledge did not mediate the influence of the advertising format on pester intent since children’s persuasion knowledge was not significantly related to pester intentions regardless of children’s age.

Item Type: Article
Additional Information: peerreview_statement: The publishing and review policy for this title is described in its Aims & Scope. aims_and_scope_url: http://www.tandfonline.com/action/journalInformation?show=aimsScope&journalCode=rina20
Uncontrolled Keywords: Children, adolescents, TV advertising, advergames, advertising format, age differences, advertising processing, affective responses
Depositing User: Symplectic Admin
Date Deposited: 08 Feb 2018 10:08
Last Modified: 19 Jan 2023 06:42
DOI: 10.1080/02650487.2017.1349029
Related URLs:
URI: https://livrepository.liverpool.ac.uk/id/eprint/3017693