Articlehybrid2020

Adolescents and handheld advertising: The roles of brand familiarity and smartphone attachment in the processing of mobile advergames

Zeph M. C. van Berlo · Eva A. van Reijmersdal · Esther Rozendaal

33 citations0/0 files storedJournal of Consumer Behaviour

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Consumer Behavior in Brand Consumption and Identification Digital Marketing and Social Media Impact of Technology on Adolescents

Abstract

Abstract Many adolescents are inseparable from their smartphones on which they are often confronted with covert advertising‐like mobile advergames. This study explores the roles of brand familiarity and smartphone attachment in adolescents’ abilities to recognize the commercial intent of advergames. Moreover, it considers the potential indirect effects of brand familiarity and smartphone attachment on the susceptibility of young consumers to mobile advergames. An experiment (N = 98) was conducted, which showed that brand familiarity moderates the effect of playing advergames on the recognition of the commercial intent of advergames. Furthermore, smartphone attachment was found to facilitate the recognition of the commercial intent of advergames, such that adolescents who experienced higher levels of smartphone attachment (when compared to lower levels) were better able to differentiate between advergames and non‐commercial games (games without advertising). Interestingly, no association between smartphone attachment and brand responses were found—suggesting that smartphone attachment did not affect adolescents’ compliance with the advertised message.

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References

1994The Persuasion Knowledge Model: How People Cope with Persuasion Attempts 2010Brand Attachment and Brand Attitude Strength: Conceptual and Empirical Differentiation of Two Critical Brand Equity Drivers 2000The Limited Capacity Model of Mediated Message Processing 1999Consumer Socialization of Children: A Retrospective Look At Twenty‐Five Years of Research 2000Consumers' Use of Persuasion Knowledge: The Effects of Accessibility and Cognitive Capacity on Perceptions of an Influence Agent 2004Resistance and Persuasion 2014Adolescents’ Electronic Media Use at Night, Sleep Disturbance, and Depressive Symptoms in the Smartphone Age 2003Brand Familiarity and Advertising Repetition Effects

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2022Impact of brand familiarity on attitude formation: insights and generalizations from a meta-analysis 2021How does a brand's psychological distance in an advergame influence brand memory of the consumers?2021The sources of the many faces of consumer smartphone attachment: A value‐in‐use perspective 2023When the Medium Is the Message: A Meta-Analysis of Creative Media Advertising Effects

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