The Effects of Playing an Advergame on Young Children's Perceptions, Preferences, and Requests 论文

摘要

A sample (n = 295) of five- to eight-year-old children participated in an experiment, which included a control group, where the treatment group played a Froot Loops cereal advergame that made a superiority claim for the cereal compared to fresh fruit. Measures of their responses to the brand featured, as well as their level of persuasion knowledge, were collected. Although the treatment group failed to believe Froot Loops were healthier than fruit, the older children in the group reported significantly higher preference for the brand over other cereals and other food types. No differences in intentions to request the cereal were found. Children's preferences for the Froot Loops brand were not associated with their persuasion knowledge about the advergame.