The Effects of Playing an Advergame on Young Children's Perceptions, Preferences, and Requests

By Victoria Mallinckrodt, D. Mizerski. 2007

343 citations recorded by the source corpus.

Subfields: Literature and Literary Theory, Marketing, Human-Computer Interaction

View Paper: https://www.semanticscholar.org/paper/a484eb3b01fad41d715c4dff53ba72829c33f43a

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Citations in the corpus

Development and Validation of a Survey Instrument to Measure Children's Advertising Literacy (2016, background): “Some studies found a negative relationship between understanding advertising’s intent and advertised product desire (Robertson & Rossiter, 1974), whereas other studies did not yield an empirical relationship (Chernin, 2007; Mallinckrodt & Mizerski, 2007; Ross et al., 1984).”
Reconsidering Advertising Literacy as a Defense Against Advertising Effects (2011, background): “For example, Robertson and Rossiter (1974) found a negative relation between understanding advertising’s intent and advertised product desire, whereas other studies did not yield evidence for an empirical relation (Chernin, 2007; Mallinckrodt & Mizerski, 2007; Ross et al., 1984).”
Introducing the PCMC Model: An Investigative Framework for Young People's Processing of Commercialized Media Content (2010, positive): “Over the past years, a number of researchers have started to explore the relatively new research domain of the commercialized media environment (e.g., Alvy & Calvert, 2008; Auty & Lewis, 2004; Mallinckrodt & Mizerski, 2007; Moore & Rideout, 2007; Owen et al., 2009, 2010).”
Entertainment matters! The relationship between challenge and persuasiveness of an advergame for children (2012, background): “Similarly, Mallinckrodt and Mizerski ( 2007 ) found that among Australian children aged 5–8 years, 54% correctly perceived that the advergame wanted them to ask someone to buy Froot Loops (i.”
Effects of online advertising format and persuasion knowledge on audience reactions (2012, background): “One would then expect persuasion knowledge to be positively correlated with web experience (Mallinckrodt and Mizerski 2007 ).”
Mitigating the Effects of Advergames on Children (2011, background): “Mallinckrodt and Mizerski (2007) also asked Australian children whether they recognized the commercial nature of the advergame by the question “Who put this game on the Internet?””
Children's Advertising Literacy for Advergames: Perception of the Game as Advertising (2014, background): “Despite the increasing use of online advergames, the issues involving children’s understanding of advergames have only recently received scholarly attention (see An and Stern 2011; Folkvord et al. 2013; Mallinckrodt and Mizerski 2007; van Reijmersdal, Rozendaal, and Buijzen 2012).”
Children's Responses to Advertising in Social Games (2013, background): “…assumed that children have difficulty recognizing and understanding the commercial nature of these integrated advertising practices, which may result in stronger persuasion (An and Stern 2011; Mallinckrodt and Mizerski 2007; Nairn and Fine 2008; van Reijmersdal, Rozendaal, and Buijzen 2012).”
US Food Company Branded Advergames on the Internet: Children's exposure and effects on snack consumption (2012, background): “As Mallinckrodt and Mizerski (2007) found with somewhat younger children (5–8 years), age did not significantly moderate the effects of the games; therefore, age alone did not better equip children to defend against this form of marketing.”
Disclosing the persuasive nature of advergames: moderation effects of mood on brand responses via persuasion knowledge (2015, background): “…Reijmersdal, Rozendaal, and Buijzen 2012), positive brand attitudes (Cauberghe and De Pelsmacker 2010; Mau, Silberer, and Constien 2008; Redondo 2012; Van Reijmersdal et al. 2012; Wise et al. 2008) behavioural intentions (Mallinckrodt and Mizerski 2007), and actual behaviour (Folkvord et al. 2013).”
Enjoyment of Advergames and Brand Attitudes (2008, background): “A growing number of scholars are turning their attention toward advergames, but most studies involve content analyses (Moore 2006), examine the effects of advergames on children (Mallinckrodt and Mizerski 2007), or consider social policy ramifications (Villafranco and Zeltzer 2006).”
Can advergames boost children's healthier eating habits? A comparison between healthy and non‐healthy food (2011, methodology): “Participants were randomly assigned to one of the game versions, and played for about 5 minutes, which is considered to be enough to engage the child’s best attention (Acar, 2007; Mallinckrodt and Mizerski, 2007; Wise, 2008).”
Comparing TV Ads and Advergames Targeting Children: The Impact of Persuasion Knowledge on Behavioral Responses (2013, methodology): “One of these new marketing techniques is the advergame, “a form of branded entertainment that features advertising messages, logos and trade characters in a game format” (Mallinckrodt and Mizerski 2007, p.87).”
The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games (2013, background): “Mallinckrodt and Mizerski (2007) found—other than expected—that children’s persuasion knowledge did not mitigate brand preferences and their intention to request the brand from parents.”