Entertainment matters! The relationship between challenge and persuasiveness of an advergame for children

Waiguny, Martin; Nelson, Michelle R.; Terlutter, Ralf

doi:10.1080/13527266.2011.620766

Cited by 99 publications

(111 citation statements)

References 72 publications

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“…It has been argued in previous research that advergames produce more effective persuasion effects than traditional advertising because they engage children with interactive animated imagery of the brand (Mallinckrodt & Mazerski 2007;Pavlou & Stewart 2000). Previous studies show that children find advergames fun and exciting (Waiguny et al 2012;Waiguny & Terlutter 2011). According to the affect transfer theory, these positive feelings can be carried over to the situation and other stimuli, i.e.…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

“…This implies that the consumer recognizes an agent's action as a persuasion tactic, which can affect what happens in the remainder of the persuasion episode. As argued by Waiguny et al (2012), persuasion knowledge is often domain-or tactic-specific. Tactic-specific persuasion knowledge refers to identification of a specific brand or commercial content within a given ad context (e.g., advergames).…”

Section: Literature Review and Hypothesesmentioning

confidence: 99%

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Children’s Responses to Traditional Versus Hybrid Advertising Formats: The Moderating Role of Persuasion Knowledge

et al. 2014

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Research on the impact of advertising on children has failed to keep pace with the rapidly changing media environment. Using an experimental approach, children's 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.

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Section: Literature Review and Hypothesesmentioning

confidence: 99%

Section: Literature Review and Hypothesesmentioning

confidence: 99%

Children’s Responses to Traditional Versus Hybrid Advertising Formats: The Moderating Role of Persuasion Knowledge

et al. 2014

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“…All of these studies focused on advergames, but several studies found no significant relationship between children's awareness of persuasive intent and cognitive or affective responses to the brands integrated in games (Mallinckrodt and Mizerski, 2007;Van Reijmersdal et al, 2012). Other studies found negative relations, with increased awareness of persuasion leading to more negative brand responses (Waiguny and Terlutter, 2011;Waiguny et al, 2012).…”

Section: The Mediating Effect Of Awareness Of Persuasive Intentmentioning

confidence: 99%

“…However, the limited empirical evidence is mixed. To our knowledge, four studies explicitly tested the relationship between children's awareness of persuasive intent and the effects of brand integration (Mallinckrodt and Mizerski, 2007;Van Reijmersdal et al, 2012;Waiguny and Terlutter, 2011;Waiguny et al, 2012). All of these studies focused on advergames, but several studies found no significant relationship between children's awareness of persuasive intent and cognitive or affective responses to the brands integrated in games (Mallinckrodt and Mizerski, 2007;Van Reijmersdal et al, 2012).…”

Section: The Mediating Effect Of Awareness Of Persuasive Intentmentioning

confidence: 99%

“…Several studies have investigated children's awareness of integrated forms of advertising, such as brand placement in movies, in-game advertising, and advergames (An and Stern, 2011;Mallinckrodt and Mizerski, 2007;Owen, et al, 2013;Rozendaal, Slot, Van Reijmersdal and Buijzen, 2013;Van Reijmersdal et al, 2012;Waiguny et al, 2012). Only one study explicitly compared children's awareness of the persuasive intent of integrated advertising formats with traditional formats.…”

Section: Children's Awareness Of Persuasive Intentmentioning

confidence: 99%

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Boys’ responses to the integration of advertising and entertaining content

2015

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University of Amsterdam) is full professor of Youth Communication. Her research focused on young people's consumer behavior, family marketing, and social marketing. She has published more than 75 peer-reviewed articles, which have been awarded by several international research organizations. She recently obtained a prestigious ERC-Consolidator grant for a 5-year research project investigating social network implementation of obesity-prevention campaigns among youth. Buijzen is chair of the communication group Radboud University Nijmegen.3 Abstract PurposeThe aims of this study are to investigate (1) the effects of integrated advertising formats on the persuasion of children, (2) children's awareness of the persuasive intent of these formats, and (3) how this awareness mediates the level of persuasion.

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Go with the flow: How children's persuasion knowledge is associated with their state of flow and emotions during advergame play

Vanwesenbeeck

Ponnet

Walrave

2015

J of Consumer Behaviour

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This study investigates children's persuasion knowledge towards an advergame. Based on the theory of limited capacity and the PAD dimensions of emotions (i.e. pleasure, arousal and dominance), we propose a model in which persuasion knowledge is associated with game flow, and in which game flow is subsequently related to self-reported player emotions. To test this model, 200 respondents between 7 and 12 years old were asked to play an advergame and to complete a survey addressing self-reported emotions, persuasion knowledge and game flow. Structural equation modelling partially confirms our model. Both managerial and ethical implications are discussed in the paper.

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Entertainment matters! The relationship between challenge and persuasiveness of an advergame for children

Cited by 99 publications

References 72 publications

Children’s Responses to Traditional Versus Hybrid Advertising Formats: The Moderating Role of Persuasion Knowledge

Children’s Responses to Traditional Versus Hybrid Advertising Formats: The Moderating Role of Persuasion Knowledge

Boys’ responses to the integration of advertising and entertaining content

Go with the flow: How children's persuasion knowledge is associated with their state of flow and emotions during advergame play

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