Title: Commercials vs. Advergames. Persuasion from age 5 to 14
Authors: Neyens, Evy
Smits, Tim
Issue Date: 27-Apr-2016
Conference: Conference on Child and Teen Consumption edition:7 location:Aalborg, Denmark date:27-29 April 2016
Abstract: This study shows that advertising format effects on children’s brand attitudes differ significantly according to children’s age-bound developmental stage. While young children (5-8 years) are more susceptible to advergames compared to TV advertisements and no exposure, advergames are no longer more persuasive from middle childhood (9-11 years). Although advergames do not seem to convince teenagers (12-14 years), these children’s defense against TV advertisements is still stronger. The affect-based nature of advergames might even mitigate cognitive defenses in adolescence.

Publication status: published
KU Leuven publication type: IMa
Appears in Collections:Institute for Media Studies

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