Children's Responses to Advertising in Social Gamesстатья из журнала
Аннотация: Abstract This study explored children's (ages 9 through 12) level of persuasion knowledge and peer influence susceptibility concerning advertising in social games and investigated how these variables affect children's desire for the brands advertised in these games. Results showed that (1) children have a fairly good knowledge of the advertising in social games yet hold uncritical attitudes toward it and claim to be not very susceptible to peer influence; (2) the most important predictors of children's desire for the advertised brands are a low critical attitude and high peer influence susceptibility; and (3) recognition and understanding of advertising in social games is effective in reducing advertised brand desire only for children who are familiar with social games. Acknowledgments Esther Rozendaal (PhD, University of Amsterdam) is an assistant professor of young people and persuasive communication, Behavioural Science Institute, Radboud University Nijmegen. Noortje Slot (MSc, University of Amsterdam) is a communication adviser at Hollands Kroon. Eva A. van Reijmersdal (PhD, University of Amsterdam) is an assistant professor of marketing communication at the Amsterdam School of Communication Research, University of Amsterdam. Moniek Buijzen (PhD, University of Amsterdam) is a professor of communication science at the Behavioural Science Institute, Radboud University Nijmegen. Notes 1. Our measure of understanding of source is based on previous research and includes bogus answers such as “The researcher,” “Other Habbo players,” and “The person who made the video you just saw” (Owen et al. 2012). These answers are not considered to be correct because brand placements in Habbo are designed and paid for by the brands. In many studies, it actually is the researcher that placed the advertisement in a game context. However, in this case, one cannot argue that “the researcher” was actually a correct answer because the brand placement was a real advertisement and not one created by the researchers for the purposes of this study. Our frequency analyses revealed that only 1% of the children responded that “the researcher” had created the advertising in Habbo. To check whether this influenced children's desire and requests for brands advertised in the game, we also conducted hierarchical regression analyses in which we included “the researcher” as the correct response for understanding of source. These analyses yielded no significant effects of understanding source while all other effects remained the same.
Год издания: 2013
Издательство: Taylor & Francis
Источник: Journal of Advertising
Ключевые слова: Child Development and Digital Technology, Impact of Technology on Adolescents, Media Influence and Health
Другие ссылки: Journal of Advertising (HTML)
Radboud Repository (Radboud University) (PDF)
Radboud Repository (Radboud University) (HTML)
Radboud Repository (Radboud University) (HTML)
Radboud Repository (Radboud University) (PDF)
Radboud Repository (Radboud University) (HTML)
Radboud Repository (Radboud University) (HTML)
Открытый доступ: green
Том: 42
Выпуск: 2-3
Страницы: 142–154