Ghent University Academic Bibliography

Advanced

Comparing TV ads and andergames targeting children: the impact of persuasion knowledge on behavioral response

Katarina Panic UGent, Veroline Cauberghe UGent and Patrick De Pelsmacker UGent (2012) Proceedings of the 41th EMAC Conference. 41. p.266-267
abstract
Although advertisers are rapidly adopting new interactive advertising techniques to target children, little is known about how children process these new advertising practices and how this affects persuasion. Especially the role of persuasion knowledge is unclear. The results of experiment 1 show that the underlying persuasion mechanism is different for traditional than for new advertising formats. For a TV ad, persuasion knowledge influences behavioral intention negatively whereas for an advergame, the attitude toward the game effects behavioral intention positively. The results of experiment 2 demonstrate that the activation of persuasion knowledge after playing an advergame is not related to the content of the persuasive message (commercial versus social), but is rather related to the medium (game) itself.
Please use this url to cite or link to this publication:
author
organization
year
type
conference
publication status
published
subject
keyword
Persuasion knowledge, children, behavioral outcomes, traditional vs new media
in
Proceedings of the 41th EMAC Conference
editor
E Martinelli and S Grappi
volume
41
issue title
The COO effect and the role of ethnocentrism on consumer buying
pages
266 - 267
publisher
ISCTE Business School
place of publication
Lisbon, Portugal
conference name
41th European Marketing Adademy (EMAC - 2012)
conference location
Lisbon, Portugal
conference start
2012-05-22
conference end
2012-05-25
ISBN
9789897320040
language
English
UGent publication?
yes
classification
C1
copyright statement
I have transferred the copyright for this publication to the publisher
id
2135385
handle
http://hdl.handle.net/1854/LU-2135385
date created
2012-06-07 09:20:50
date last changed
2015-06-17 10:04:44
@inproceedings{2135385,
  abstract     = {Although advertisers are rapidly adopting new interactive advertising techniques to target children, little is known about how children process these new advertising practices and how this affects persuasion. Especially the role of persuasion knowledge is unclear. The results of experiment 1 show that the underlying persuasion mechanism is different for traditional than for new advertising formats. For a TV ad, persuasion knowledge influences behavioral intention negatively whereas for an advergame, the attitude toward the game effects behavioral intention positively. The results of experiment 2 demonstrate that the activation of persuasion knowledge after playing an advergame is not related to the content of the persuasive message (commercial versus social), but is rather related to the medium (game) itself.},
  author       = {Panic, Katarina and Cauberghe, Veroline and De Pelsmacker, Patrick},
  booktitle    = {Proceedings of the 41th EMAC Conference},
  editor       = {Martinelli , E and Grappi, S },
  isbn         = {9789897320040},
  keyword      = {Persuasion knowledge,children,behavioral outcomes,traditional vs new media},
  language     = {eng},
  location     = {Lisbon, Portugal},
  pages        = {266--267},
  publisher    = {ISCTE Business School},
  title        = {Comparing TV ads and andergames targeting children: the impact of persuasion knowledge on behavioral response},
  volume       = {41},
  year         = {2012},
}

Chicago
Panic, Katarina, Veroline Cauberghe, and Patrick De Pelsmacker. 2012. “Comparing TV Ads and Andergames Targeting Children: The Impact of Persuasion Knowledge on Behavioral Response.” In Proceedings of the 41th EMAC Conference, ed. E Martinelli and S Grappi, 41:266–267. Lisbon, Portugal: ISCTE Business School.
APA
Panic, Katarina, Cauberghe, V., & De Pelsmacker, P. (2012). Comparing TV ads and andergames targeting children: the impact of persuasion knowledge on behavioral response. In E. Martinelli & S. Grappi (Eds.), Proceedings of the 41th EMAC Conference (Vol. 41, pp. 266–267). Presented at the 41th European Marketing Adademy (EMAC - 2012), Lisbon, Portugal: ISCTE Business School.
Vancouver
1.
Panic K, Cauberghe V, De Pelsmacker P. Comparing TV ads and andergames targeting children: the impact of persuasion knowledge on behavioral response. In: Martinelli E, Grappi S, editors. Proceedings of the 41th EMAC Conference. Lisbon, Portugal: ISCTE Business School; 2012. p. 266–7.
MLA
Panic, Katarina, Veroline Cauberghe, and Patrick De Pelsmacker. “Comparing TV Ads and Andergames Targeting Children: The Impact of Persuasion Knowledge on Behavioral Response.” Proceedings of the 41th EMAC Conference. Ed. E Martinelli & S Grappi. Vol. 41. Lisbon, Portugal: ISCTE Business School, 2012. 266–267. Print.