Article2014

Age-dependent effects of food advergame brand integration and interactivity

Nora J. Rifon · Elizabeth Taylor Quilliam · Hye‐Jin Paek · Lorraine Weatherspoon · Soo-Kyong Kim · Karen Smreker

59 citations0/0 files storedInternational Journal of Advertising

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior in Brand Consumption and Identification

Abstract

Food marketing is under increased scrutiny for its implicated role in the childhood obesity epidemic. Free branded online advergames are ubiquitous. Using a customised online game, this study examined how food advergames exert their influence on children. The findings of the experiment demonstrate the effects of brand integration and interactivity (playing versus watching) on children’s brand recall, attitudes, taste expectations, purchase requests and health perceptions for brands placed in a game. The results offer evidence that younger children are responsive to advergames and warrant additional study in this domain.

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References

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2019A Decade of Online Advertising Research: What We Learned and What We Need to Know 2015How to Measure Persuasion Knowledge 2022The future of advertising research in virtual, augmented, and extended realities 2018The mediating role of advertising literacy and the moderating influence of parental mediation on how children of different ages react to brand placements

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