Comparing TV ads and andergames targeting children: the impact of persuasion knowledge on behavioral response

Year of publication: 2012
Author(s): Panic K.; Cauberghe V. & De Pelsmacker P.
Appeared in: Proceedings of the 41th EMAC Conference, vol.: 41, 266-267


Although advertisers are rapidly adopting new interactive advertising techniques to target children, little is known about how children process these new advertising practices and how this affects persuasion. Especially the role of persuasion knowledge is unclear. The results of experiment 1 show that the underlying persuasion mechanism is different for traditional than for new advertising formats. For a TV ad, persuasion knowledge influences behavioral intention negatively whereas for an advergame, the attitude toward the game effects behavioral intention positively. The results of experiment 2 demonstrate that the activation of persuasion knowledge after playing an advergame is not related to the content of the persuasive message (commercial versus social), but is rather related to the medium (game) itself.

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