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

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  • Martin Waiguny
  • Michelle Nelson
  • Ralf Terlutter

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. Copyright Springer Science+Business Media New York 2014

Suggested Citation

  • Martin Waiguny & Michelle Nelson & Ralf Terlutter, 2014. "The Relationship of Persuasion Knowledge, Identification of Commercial Intent and Persuasion Outcomes in Advergames—the Role of Media Context and Presence," Journal of Consumer Policy, Springer, vol. 37(2), pages 257-277, June.
    • Handle: RePEc:kap:jcopol:v:37:y:2014:i:2:p:257-277
    DOI: 10.1007/s10603-013-9227-z
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    References listed on IDEAS

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    1. Boush, David M & Friestad, Marian & Rose, Gregory M, 1994. "Adolescent Skepticism toward TV Advertising and Knowledge of Advertiser Tactics," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 165-175, June.
    2. Friestad, Marian & Wright, Peter, 1994. "The Persuasion Knowledge Model: How People Cope with Persuasion Attempts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 1-31, June.
    3. Thomas P. Novak & Donna L. Hoffman & Yiu-Fai Yung, 2000. "Measuring the Customer Experience in Online Environments: A Structural Modeling Approach," Marketing Science, INFORMS, vol. 19(1), pages 22-42, May.
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    1. Svenja Mohr & Rainer Kühl, 2021. "Exploring persuasion knowledge in food advertising: an empirical analysis," SN Business & Economics, Springer, vol. 1(8), pages 1-27, August.
    2. De Jans, Steffi & Hudders, Liselot, 2020. "Disclosure of Vlog Advertising Targeted to Children," Journal of Interactive Marketing, Elsevier, vol. 52(C), pages 1-19.
    3. Beatriz Feijoo & Luisa Zozaya & Charo Sádaba, 2023. "Do I question what influencers sell me? Integration of critical thinking in the advertising literacy of Spanish adolescents," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-12, December.
    4. Ayşegül Sağkaya Güngör & Tuğçe Ozansoy Çadırcı, 2016. "Impact of Involvement and Cognitive Load on Aective Responses to Advergames and In-Game Advertising∗," Yildiz Social Science Review, Yildiz Technical University, vol. 2(2), pages 91-106.
    5. Sreejesh, S. & Ghosh, Tathagata & Dwivedi, Yogesh K., 2021. "Moving beyond the content: The role of contextual cues in the effectiveness of gamification of advertising," Journal of Business Research, Elsevier, vol. 132(C), pages 88-101.
    6. Hosany, A. R. Shaheen & Hosany, Sameer & He, Hongwei, 2022. "Children sustainable behaviour: A review and research agenda," Journal of Business Research, Elsevier, vol. 147(C), pages 236-257.

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