The effect of advertising literacy on children's brand evaluations in an advergame context: the mediating effect of affective reactions towards the game

Publication Date: Friday 28 June 2013
Author(s): Panic, K.; Hudders, L. & Cauberghe, V.
Appeared in: The 12th International Conference on Research in Advertising

Abstract

The current experimental study (N= 175) investigates whether a cognitive advertising literacy training session may attenuate the effectiveness of advergames by activating 6-to-7 year old children’s cognitive and moral advertising literacy. In addition, the study investigates whether the effect of advertising literacy on brand evaluations is mediated by children’s affective reactions towards the game. The results show that a cognitive advertising literacy training session activates children’s cognitive but not their moral advertising literacy. Further, the results show that both cognitive and moral advertising literacy affect children’s brand evaluations negatively via a negative effect on their affective reactions towards the advergame.

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