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首页> 外文期刊>Journal of interactive marketing >Effects of Prominence, Involvement, and Persuasion Knowledge on Children's Cognitive and Affective Responses to Advergames
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Effects of Prominence, Involvement, and Persuasion Knowledge on Children's Cognitive and Affective Responses to Advergames

机译：突出，参与和说服知识对儿童对广告游戏的认知和情感反应的影响

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摘要

The integrated and highly involving nature of advergames has led to criticism and concern among academics and caretakers. It is assumed that children are highly susceptible to persuasion via advergames, but empirical evidence is scarce. Therefore, this study examined the effects of three factors typically associated with advergames: brand prominence, game involvement, and (limited) persuasion knowledge on cognitive and affective responses. An experiment among 7 to 12 year old children (N = 105) showed that brand prominence and game involvement influenced children's responses, while persuasion knowledge did not. Brand prominence led to increased brand recall and recognition, whereas game involvement led to more positive brand attitudes. The effect of game involvement was mediated by game attitude, indicating that children are susceptible to affective mechanisms induced by the game. Crucially, our results demonstrate that brand prominence evokes cognitive responses, while game involvement leads to affective responses. Finally, our study revealed that persuasion knowledge (i.e. knowledge of the commercial source of the game and its persuasive intent) did not influence cognitive or affective responses to the brand or game. This implies that even if children understand the game's commercial and persuasive nature, they do not use this knowledge as a defense against the advergame's effects. This study has important theoretical and practical implications regarding the influence of new marketing techniques on children.
机译：广告游戏的综合性和高度参与性已引起学者和看护者的批评和关注。假定儿童很容易通过广告游戏进行说服，但缺乏经验证据。因此，本研究考察了通常与广告游戏相关的三个因素的影响：品牌知名度，游戏参与度以及（有限的）说服知识对认知和情感反应的影响。对7至12岁儿童（N = 105）进行的一项实验表明，品牌知名度和游戏参与度会影响儿童的反应，而说服知识则不会。品牌知名度提高了品牌召回率和知名度，而游戏的参与则带来了更积极的品牌态度。游戏参与的影响是由游戏态度介导的，表明儿童容易受到游戏诱导的情感机制的影响。至关重要的是，我们的结果表明，品牌知名度会引起认知反应，而游戏参与会导致情感反应。最后，我们的研究表明，说服知识（即游戏的商业来源及其说服意图的知识）不会影响对品牌或游戏的认知或情感反应。这意味着，即使孩子们理解了游戏的商业性和说服力，他们也不会利用这些知识来抵制advergame的影响。这项研究对于新的营销技巧对儿童的影响具有重要的理论和实践意义。

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  • 来源
    《Journal of interactive marketing》 |2012年第1期|p.33-42|共10页
  • 作者

    Eva A. van Reijmersdal; Esther Rozendaal; Moniek Buijzen;

  • 作者单位

    Amsterdam School of Communication Research ASCoR, University of Amsterdam, Kloveniersburgwal 48, 1012CX Amsterdam, The Netherlands;

    Amsterdam School of Communication Research ASCoR, University of Amsterdam, Kloveniersburgwal 48, 1012CX Amsterdam, The Netherlands;

    Amsterdam School of Communication Research ASCoR, University of Amsterdam, Kloveniersburgwal 48, 1012CX Amsterdam, The Netherlands;

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  • 原文格式 PDF
  • 正文语种 eng
  • 中图分类
  • 关键词

    advergames; interactive advertising; children; effects;

    机译：advergames;互动广告;孩子们效果;

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