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The Influence of Advergames on Children’s Consumer Choices and Behavior

In: Advertising to Children

Author

Listed:
  • Amanda E. Staiano
  • Sandra L. Calvert

Abstract

Children as a market have come of age. Youth ages 2 to 17 in the United States spend approximately $250 billion per year, and 2- to 14-year-old US youth influence an additional $500 billion per year in family spending (see Calvert, 2008). In an increasingly digital world culture, youth now spend a considerable amount of time online (Rideout, Foehr & Roberts, 2010). Businesses are following them to these online spaces, coming up with new ways to reach children through entertainment technology (McGinnis, Gootman & Kraak, 2006). One such route is the advergame, a video game with either subtle or overt messages designed to persuade users to purchase and consume specific products (Calvert, 2008; Staiano & Calvert, 2012).

Suggested Citation

  • Amanda E. Staiano & Sandra L. Calvert, 2014. "The Influence of Advergames on Children’s Consumer Choices and Behavior," Palgrave Macmillan Books, in: Mark Blades & Caroline Oates & Fran Blumberg & Barrie Gunter (ed.), Advertising to Children, chapter 12, pages 218-238, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-31325-6_12
    DOI: 10.1057/9781137313256_12
    as

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