Entertainment matters! The relationship between challenge and persuasiveness of an advergame for children

By Martin Waiguny, Michelle R. Nelson, Ralf Terlutter. 2012

109 citations recorded by the source corpus.

We investigate the extent to which the challenge of playing an advergame impacts children's brand attitudes. Results show that brand attitudes are highest for those optimally challenged (i.e. ‘in the flow’) and lowest for those who are underchallenged. However, such effects are qualified by the children's persuasion knowledge (PK) of the advergame; identification of the commercial content has a significantly negative effect on brand attitudes. Further, significant two-way interactions of challenge and PK show that brand attitudes suffered the most for those who are underchallenged and recognized the commercial content. Implications for advergame effectiveness are discussed in detail in this article.

Subfields: Literature and Literary Theory, Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/1152140f3e3f50c4c95dc74a7f3e525319165bd2

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Literature and Literary Theory

1. Nathaniel J. Evans
2. Ralf Terlutter
3. Michelle R. Nelson
4. Martin Waiguny
5. S. Das
6. Dooyeon Park
7. Chang-Dae Ham
8. E. V. van Reijmersdal

In Marketing

1. Nathaniel J. Evans
2. Ralf Terlutter
3. Michelle R. Nelson
4. Martin Waiguny
5. Bernhard Marko
6. S. Das
7. Dooyeon Park
8. Chang-Dae Ham

In Sociology and Political Science

1. Nathaniel J. Evans
2. Ralf Terlutter
3. Michelle R. Nelson
4. Martin Waiguny
5. Dooyeon Park
6. Bernhard Marko
7. S. Das
8. Chang-Dae Ham

Citations in the corpus

• How Advergame Content Influences Explicit and Implicit Brand Attitudes: When Violence Spills Over (2013, background): “…already demonstrated that advergames can positively affect attitudes toward the promoted brands when explicit measures of brand attitude are used (Cauberghe and De Pelsmacker 2010; Redondo 2012;Van Reijmersdal et al. 2010; Waiguny, Nelson, and Terlutter 2012; Waiguny, Terlutter, and Zaglia 2011).”
• The Relationship of Persuasion Knowledge, Identification of Commercial Intent and Persuasion Outcomes in Advergames—the Role of Media Context and Presence (2014, methodology): “studies from a larger program of research on persuasion knowledge and advergame effects among children (Waiguny and Terlutter 2011; Waiguny et al. 2012).”
• How to Measure Persuasion Knowledge (2015, background): “Yoo (2009) also measured consumers’ beliefs of the persuasion tactic appropriateness, i.”
• Rethinking the Persuasion Knowledge Model: Schematic Antecedents and Associative Outcomes of Persuasion Knowledge Activation for Covert Advertising (2015, background): “…2010), general attitudes toward placements in games (Bambauer 2006), the attitude toward the game played (Lewis and Porter 2010), game flow (Waiguny, Nelson, and Terlutter 2012), game outcome (Steffen, Mau, and Schramm-Klein 2013), game repetition (Cauberghe and De Pelsmacker 2010), game…”