Transferring game attitudes to the brand: persuasion from age 6 to 14

Neyens, Evy; Smits, Tim; Boyland, Emma

doi:10.1080/02650487.2017.1349029

Cited by 30 publications

(29 citation statements)

References 39 publications

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“…The studies used advergames with durations ranging from 2–12 min, commonly followed by an assessment for attitudes and the opportunity for ad libitum snacking. The marketing of unhealthy foods through advergames significantly increased children’s consumption of unhealthy food ( p < 0.03) [84], and when children were exposed to both advergames and television commercials, advergames generated the most positive brand attitudes ( p < 0.001) [34].…”

Section: Resultsmentioning

confidence: 99%

“…Further to a need for more research into the digital environment, there was a bias identified in the approach studies used to measure the influence of online games, as all studies implemented an advergame model. Advergames are very common [115] and are very influential on children, if not more influential than television commercials when compared on the same participants [34,58]. Therefore, understanding and recognising their influence is vital.…”

Section: Discussionmentioning

confidence: 99%

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Food Marketing Influences Children’s Attitudes, Preferences and Consumption: A Systematic Critical Review

et al. 2019

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Exposure to the marketing of unhealthy foods and beverages is a widely acknowledged risk factor for the development of childhood obesity and noncommunicable diseases. Food marketing involves the use of numerous persuasive techniques to influence children’s food attitudes, preferences and consumption. This systematic review provides a comprehensive contemporary account of the impact of these marketing techniques on children aged 0–18 years and critically evaluates the methodologies used. Five electronic academic databases were searched using key terms for primary studies (both quantitative and qualitative) published up to September 2018; 71 eligible articles were identified. Significant detrimental effects of food marketing, including enhanced attitudes, preferences and increased consumption of marketed foods were documented for a wide range of marketing techniques, particularly those used in television/movies and product packaging. Together, these studies contribute strong evidence to support the restriction of food marketing to children. However, the review also signposted distinct gaps: Firstly, there is a lack of use of qualitative and physiological methodologies. Secondly, contemporary and sophisticated marketing techniques used in new media warrant increased research attention. Finally, more research is needed to evaluate the longer-term effects of food marketing on children’s weight.

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Section: Resultsmentioning

confidence: 99%

Section: Discussionmentioning

confidence: 99%

Food Marketing Influences Children’s Attitudes, Preferences and Consumption: A Systematic Critical Review

et al. 2019

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“…Likewise, children who played advergames for healthy products such as fruits and vegetables were more likely to choose healthier foods, whereas those who played advergames featuring unhealthy fast foods were more likely to select unhealthier choices after playing (Pempek & Calvert, 2009). Furthermore, recent studies have shown that compared with television advertising, advergames produce higher purchase requests among children (Hudders et al, 2016) and more positive brand attitudes (Neyens, Smits, & Boyland, 2017).…”

Section: Child-targeted Advergamesmentioning

confidence: 99%

Korean children's understanding of social media advergames: An exploratory study of ad recognition and skeptical attitudes toward advertising

Kang

2019

J of Consumer Behaviour

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This study explored Korean children's understanding of social media advergames. In particular, we investigated the effects of ad recognition and skeptical attitudes toward advertising on children's susceptibility to commercial influences. The results of a survey of 556 children, ranging in age from 7 to 11, showed that half of the children could correctly identify the social media advergame as a type of advertising, whereas the other half could not. Comparisons revealed that older students were better at recognizing commercial influences. In terms of children's intention to visit sites featured in advergames, students who were in a lower grade, female, or had high Internet usage were more likely to want to visit the store advertised. After controlling for demographics and media usage, children's ad recognition and skeptical attitudes, as well as the interaction term, were all statistically significant. The results underscore the importance of combining both cognitive and attitudinal advertising literacy.

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“…This review finds that while children as young as eight may comprehend the persuasive intent of advertising, they may not be able to utilize this knowledge until much later. Evidence from both the traditional and new media environment supports this prediction, finding that high conceptual (cognitive) advertising literacy does not translate to negative brand attitudes (De Pauw, Hudders, and Cauberghe 2018;Vanwesenbeeck, Ponnet, and Walrave 2017b), reduced pester intent (Neyens, Smits, and Boyland 2017), or decreased purchase requests (De Jans, Hudders, and Cauberghe 2017;Hudders, Cauberghe, and Panic 2016). This was even the case when children's conceptual advertising literacy was increased via disclosure (De Pauw, Hudders, and Cauberghe 2018;Hudders, Cauberghe, and Panic 2016).…”

mentioning

confidence: 96%

Children as Vulnerable Consumers in Online Environments

Kennedy¹,

Jones²,

Williams³

2019

Journal of Consumer Affairs

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Children are seen as vulnerable consumers, yet little research has considered why they are more vulnerable than adults in an online context. This conceptual article uses an ecological paradigm to explore the underlying mechanisms that bring about vulnerability for children in general and specifically when interacting with online marketer created material. It does this by using the definition of a vulnerable consumer outlined by Baker, Gentry, and Rittenburg to focus on how marketing influence creates power imbalance, hinders consumption goals, and affects personal and social perceptions of self, leading children to be vulnerable consumers in online contexts. A social ecological conceptual framework is presented that demonstrates the interdependence of children's vulnerability with the social structure of their environments. Finally, in discussing how marketers are ultimately the agents in control of creating a fair marketplace for children online, policy implications are given.

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Transferring game attitudes to the brand: persuasion from age 6 to 14

Cited by 30 publications

References 39 publications

Food Marketing Influences Children’s Attitudes, Preferences and Consumption: A Systematic Critical Review

Food Marketing Influences Children’s Attitudes, Preferences and Consumption: A Systematic Critical Review

Korean children's understanding of social media advergames: An exploratory study of ad recognition and skeptical attitudes toward advertising

Children as Vulnerable Consumers in Online Environments

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