Effects of Prominence, Involvement, and Persuasion Knowledge on Children's Cognitive and Affective Responses to Advergames (original) (raw)
Related papers
Computers in Human Behavior, 2010
This study investigated how persuasive messages integrated in an online game affects children"s cognitive, affective, and conative responses to the brand, as well as their attitude toward the game itself. An experiment conducted among 2453 girls between the ages of 11 and 17 demonstrated that confrontation with interactive brand placement in the game resulted in more positive attitudes toward the game, higher top of mind awareness of the brand, more positive brand images, and more favorable behavioral intentions. In addition, consistent with persuasion literature and theories on child development, this study showed that there was a three-way interaction effect between exposure to the brand placement, age, and prior brand use for behavioral intentions. The youngest girls who had no prior experience with the brand were more strongly influenced by the brand placement than the oldest girls who had no prior brand experience.
Journal of Current Issues & Research in Advertising, 2016
Research indicates that parents have a limited understanding of advergames. This study examines the effects of advertising disclosures and cognitive load on parents' activation of persuasion knowledge for a children's advergame. While parents exposed to any advertising disclosure reported higher levels of persuasion knowledge, a single-modality disclosure resulted in more persuasion knowledge activation than a dual-modality disclosure. Additionally, parents who experienced more cognitive load during advergame play reported less persuasion knowledge than parents who experienced less cognitive load. In support of and in contrast to extant literature, our findings offer both theoretical and managerial implications. Advergames embed products and/or product advertising into already existing media platforms or vehicles (Petty and Andrews 2008) and do not delineate between the commercial and program content. As such, advergames may be viewed as a form and extension of covert marketing whereby consumers are exposed "to brands by embedding them into outlets not typically considered advertising terrain" (Wei, Fischer, and Main 2008, 35). Such tactics may inhibit consumer skepticism toward the communication's persuasive intent and serve as an attempt to overcome potential distrust of the message source (Tanaka 1994/1999; Kaikati and Kaikati 2004). With the trend of children ages 6 to 12 years favoring online gaming, it is no surprise that parents' attitudes toward the use of digital technologies, which include the Internet and Internet-capable devices, are seen as positives for family connectedness (eMarketer.com 2013). However, children aren't always under their parents' supervision when online. Children frequently encounter and engage with commercial content found in advergames, which are distinctly different from traditional television advertising and in-game advertising due to their immersive nature (Evans, Carlson, and Hoy 2013). Existing research has demonstrated that children have difficulty understanding the commercial nature of advergames (Mallinckrodt and Mizerski 2007; An and Stern 2011; Owens, Lewis, Auty and Buijzen 2013). However, given the highly integrated commercial and entertainment content in advergames, Evans et al. (2013) state that "adults' recognition of and defense against the persuasive intent in these immersive forms of advertising may also be hindered by the integrated and hidden nature therein" (229). While parents may more closely supervise their child's online time (Eagle 2007) and overestimate their control over such activities online (Livingstone and Bober 2006), "it is unclear how much oversight parents actually give to their children's activities in commercial websites" (Moore and Rideout 2007, 213).
Children and advergame: the role of presence, flow and persuasion knowledge
International Journal of Electronic Business, 2018
Entertainment offered in advergame can make it difficult for children to understand the message conveyed. Therefore, further investigation on its effectiveness as marketing tool is needed. In this study, we analyse the role of presence, flow, and persuasion knowledge on children's attitudes and intention to buy product advertised in the advergame. Two hundred 10-12-year-old children from public and private schools in Jakarta and Surabaya have participated in this study. The results show that presence has a positive impact on advergame attitude. The prediction stating that flow has a positive impact on advergame and brand attitude is not proven. The increasing persuasion knowledge only shows the impact on brand attitude. Advergame attitude shows a positive impact on brand attitude and not in purchase intention; whereas brand attitude shows a positive impact on children's intention to buy. Based on the findings, suggestions concerning future research and managerial implications are proposed.
2012
This study investigates the persuasion knowledge of children of integrated advertising formats, more precisely of product placement, advertiser funded programming (AFP) and advergames. Based on qualitative research with 42 children (between 4-12 years old) the results show that children have difficulties recognizing and understanding the persuasive intention of the integrated commercial content. Especially for product placement this seemed to be hard, for all age groups. The ad recognition and understanding of AFP was highest. For advergames the results show that children could recognize the ad embedded in the game, but had problems in understanding the underlying commercial intention of it.
Impact of Game Speed and Persuasion Knowledge on Brand Recall and Brand Attitude
2014
The study explores the effect of speed of advergames and persuasion knowledge on brand recall and brand attitude from attention and elaboration perspectives. Results indicate that fast-paced advergame players report low brand recall and more favorable brand attitude than slow-paced advergame players. Players with high persuasion knowledge report high brand recall but less favorable brand attitude than the players with low persuasion knowledge. This research contributes to the literature of online advertising and adds to the marketing knowledge on how to place brands effectively in advergames considering the individual characteristics of advergames and also the persuasion knowledge of gamers.
2016
It has been long known that there are different ways of communicating promotional messages with branded entertainments. Among all, the two of them are notable; communicating the message through advergames and integrating the message/brand in the game; known as in game advertising (IGA). Deriving the positive effects of both from the literature, different variables that may reduce or increase the ecacy of them are studied. This study is an attempt to understand the effect of different variables on affective responses to advergames. In the paper, it is suggested from the literature that cognitive overload affects affective responses (i.e. attitudes toward the branded entertainment and the main brand that the game is specifically designed for) of game players. The authors aim to develop hypotheses trying to explain the effect of cognitive overload stimuli on the attitudes of the gamers. In the paper authors also suggested hypotheses about how involvement may affect cognitive o...
Enjoyment of advergames and brand attitudes: the impact of thematic relevance
Journal of Interactive …, 2008
ABSTRACT: Campaigns increasingly implement advergames to engage consumers with a brand through interactive, entertaining media content. However, little research tests the effects of specific features of advergames on desired advertising outcomes. This article reports the results ...