Author:

Keywords:

Social Sciences, Business, Business & Economics, SELF-ASSESSMENT MANNEQUIN, AROUSAL, ENVIRONMENTS, PREFERENCES, PLEASURE, MODEL, FOOD, EXPERIENCE, IMPACT, ADS, 1505 Marketing, 3506 Marketing

Abstract:

© 2016 John Wiley & Sons, Ltd. 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 12years 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.