Conference on Child and Teen Consumption edition:7 location:Aalborg, Denmark date:27-29 April 2016
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.