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

Martin K.J. Waiguny, Michelle R. Nelson, Ralf Terlutter

Research output: Contribution to journalArticlepeer-review

Abstract

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.

Original languageEnglish (US)
Pages (from-to)69-89
Number of pages21
JournalJournal of Marketing Communications
Volume18
Issue number1
DOIs
StatePublished - Feb 2012

Keywords

  • advergames
  • challenge
  • children
  • persuasion knowledge

ASJC Scopus subject areas

  • Business and International Management
  • Marketing

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