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Age-dependent effects of food advergame brand integration and interactivity
- Authors
- Rifon, Nora J.; Quilliam, Elizabeth Taylor; Paek, Hye-Jin; Weatherspoon, Lorraine J.; Kim, Soo-Kyong; Smreker, Karen C.
- Issue Date
- Dec-2013
- Publisher
- ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
- Keywords
- RESPONSES; ATTENTION; OBESITY; PLACEMENT; PREFERENCES; YOUNG-CHILDREN UNDERSTAND; PHYSICAL-ACTIVITY; PERSUASION KNOWLEDGE; TELEVISION COMMERCIALS; LIMITED-CAPACITY MODEL
- Citation
- INTERNATIONAL JOURNAL OF ADVERTISING, v.33, no.3, pp 475 - 508
- Pages
- 34
- Indexed
- SSCI
SCOPUS
- Journal Title
- INTERNATIONAL JOURNAL OF ADVERTISING
- Volume
- 33
- Number
- 3
- Start Page
- 475
- End Page
- 508
- ISSN
- 0265-0487
1759-3948
- 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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Related Researcher
- Paek, Hye Jin
- COLLEGE OF COMMUNICATION (DEPARTMENT OF ADVERTISING & PUBLIC RELATIONS)