The Relationship of Persuasion Knowledge, Identification of Commercial Intent and Persuasion Outcomes in Advergames-the Role of Media Context and Presence

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

Research output: Contribution to journalArticlepeer-review

Abstract

Across two studies, the authors investigate the extent to which children's persuasion knowledge of an advertising tactic (advergame and TV commercial) and their level of engagement with the medium (presence) influence their identification of commercial content and persuasion outcomes. In line with theoretical predictions of the persuasion knowledge model, results showed that those children who had more knowledge about advertisers' tactics were more likely to identify brands and commercial content in the advergame and less likely to be influenced. However, a high level of presence in the medium moderated the effect of persuasion knowledge on persuasion outcomes.

Original languageEnglish (US)
Pages (from-to)257-277
Number of pages21
JournalJournal of Consumer Policy
Volume37
Issue number2
DOIs
StatePublished - Jun 2014

Keywords

  • Advergames
  • Advertising literacy
  • Persuasion Knowledge
  • Presence

ASJC Scopus subject areas

  • Business, Management and Accounting (miscellaneous)
  • Economics and Econometrics

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