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Forbidden or promising fruit? An experimental study into the effects of warning labels on the purchase intention of digital gamers

Jan Decock (UGent) and Jan Van Looy (UGent)
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Abstract
Using a forced choice paradigm, in a 2 (age: -18, +18) x 4 (label: no label, 18+, violence label, extreme label) x 2 (cover type: soft, hard) mixed factorial design, this study was able to experimentally show the effects of warning labels on the preference of game covers. Warning labels made these game covers more desirable. This effect was only found for subjects of minor age (12 to 17 years old) and not for adult subjects (aged 18 and more). No difference was found in effects of evaluative or descriptive ratings: both age label and content label had the same attracting effect on game covers. Given these results a revision of the process behind the forbidden fruit effect, and the role of reactance in it, seems in order.
Keywords
promising fruit, forbidden fruit, experimental design, policy, industrial practice, digital gaming, labels, attraction, purchase intention

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MLA
Decock, Jan, and Jan Van Looy. “Forbidden or Promising Fruit? An Experimental Study into the Effects of Warning Labels on the Purchase Intention of Digital Gamers.” Proceedings of DiGRA 2011 Conference : Think Design Play. Ghent, Belgium: Ghent University, Department of Communication studies, 2011. Print.
APA
Decock, J., & Van Looy, J. (2011). Forbidden or promising fruit? An experimental study into the effects of warning labels on the purchase intention of digital gamers. Proceedings of DiGRA 2011 conference : think design play. Presented at the Think Design Play : 5th International DiGRA Conference (DIGRA - 2011), Ghent, Belgium: Ghent University, Department of Communication studies.
Chicago author-date
Decock, Jan, and Jan Van Looy. 2011. “Forbidden or Promising Fruit? An Experimental Study into the Effects of Warning Labels on the Purchase Intention of Digital Gamers.” In Proceedings of DiGRA 2011 Conference : Think Design Play. Ghent, Belgium: Ghent University, Department of Communication studies.
Chicago author-date (all authors)
Decock, Jan, and Jan Van Looy. 2011. “Forbidden or Promising Fruit? An Experimental Study into the Effects of Warning Labels on the Purchase Intention of Digital Gamers.” In Proceedings of DiGRA 2011 Conference : Think Design Play. Ghent, Belgium: Ghent University, Department of Communication studies.
Vancouver
1.
Decock J, Van Looy J. Forbidden or promising fruit? An experimental study into the effects of warning labels on the purchase intention of digital gamers. Proceedings of DiGRA 2011 conference : think design play. Ghent, Belgium: Ghent University, Department of Communication studies; 2011.
IEEE
[1]
J. Decock and J. Van Looy, “Forbidden or promising fruit? An experimental study into the effects of warning labels on the purchase intention of digital gamers,” in Proceedings of DiGRA 2011 conference : think design play, Hilversum, The Netherlands, 2011.
@inproceedings{1894873,
  abstract     = {Using a forced choice paradigm, in a 2 (age: -18, +18) x 4 (label: no label, 18+, violence label, extreme label) x 2 (cover type: soft, hard) mixed factorial design, this study was able to experimentally show the effects of warning labels on the preference of game covers. Warning labels made these game covers more desirable. This effect was only found for subjects of minor age (12 to 17 years old) and not for adult subjects (aged 18 and more). No difference was found in effects of evaluative or descriptive ratings: both age label and content label had the same attracting effect on game covers. Given these results a revision of the process behind the forbidden fruit effect, and the role of reactance in it, seems in order.},
  author       = {Decock, Jan and Van Looy, Jan},
  booktitle    = {Proceedings of DiGRA 2011 conference : think design play},
  keywords     = {promising fruit,forbidden fruit,experimental design,policy,industrial practice,digital gaming,labels,attraction,purchase intention},
  language     = {eng},
  location     = {Hilversum, The Netherlands},
  pages        = {15},
  publisher    = {Ghent University, Department of Communication studies},
  title        = {Forbidden or promising fruit? An experimental study into the effects of warning labels on the purchase intention of digital gamers},
  year         = {2011},
}