Age-dependent effects of food advergame brand integration and interactivity

被引：47

作者：

Rifon, Nora J. ^{[1
,2
]}

Quilliam, Elizabeth Taylor ^{[1
]}

Pack, Hye-Jin ^{[3
]}

Weatherspoon, Lorraine J. ^{[4
]}

Kim, Soo-Kyong ^{[1
]}

Smreker, Karen C. ^{[5
]}

机构：

[1] Michigan State Univ, Dept Advertising & Publ Relat, E Lansing, MI 48824 USA

[2] Michigan State Univ, Childrens Cent Res Collaborat, E Lansing, MI 48824 USA

[3] Hanyang Univ, Dept Advertising & Publ Relat, Seoul, South Korea

[4] Michigan State Univ, Dept Food Sci & Human Nutr, Didact Program Dietet, E Lansing, MI 48824 USA

[5] Michigan State Univ, E Lansing, MI 48824 USA

来源：

INTERNATIONAL JOURNAL OF ADVERTISING | 2014年 / 33卷 / 03期

关键词：

LIMITED-CAPACITY MODEL; YOUNG-CHILDREN UNDERSTAND; PHYSICAL-ACTIVITY; PERSUASION KNOWLEDGE; ATTITUDES; RESPONSES; BEHAVIOR; OBESITY; HEALTHY; WEIGHT;

D O I：

10.2501/IJA-33-3-475-508

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Food marketing is under increased scrutiny for its implicated role in the childhood obesity epidemic. Free branded online advergames are ubiquitous. Using a customised online game, this study examined how food advergames exert their influence on children. The findings of the experiment demonstrate the effects of brand integration and interactivity (playing versus watching) on children's brand recall, attitudes, taste expectations, purchase requests and health perceptions for brands placed in a game. The results offer evidence that younger children are responsive to advergames and warrant additional study in this domain.

引用

页码：475 / 508

页数：34

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