publication . Doctoral thesis . 2017

The effects of customised food advergames on children’s affective, cognitive, and conative responses

Chapman, Shelly;
Open Access English
  • Published: 01 Jan 2017
  • Publisher: Cranfield University
  • Country: United Kingdom
Abstract
The practice of promoting food to children via advergames is a highly topical issue which attracts much concern due to the low nutritional value of the promoted foods. This thesis examines the effects of customised food advergames on children’s affective, cognitive and conative responses. It also investigates the role persuasion knowledge and prior brand usage have in children’s interaction with advergames. In particular, whether children’s persuasion knowledge acts as a barrier to those responses. This research is situated within the domains of marketing communications, consumer behaviour and consumer socialisation. It adopts an affect transfer theory, the Dual...
Subjects
free text keywords: Brand preferences, consumer responses, purchase requests, persuasion knowledge, prior brand usage
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Cranfield CERES
Doctoral thesis . 2017

7. RESULTS.......................................................................................................166 7.1 Introduction......................................................................................................166 7.2 Background characteristics………………………………………………….166 7.2.1 Analysis technique……………………………………………………….166 7.2.2 Sample characteristics…………………………………………………....168 7.2.3 Digital gaming genre and gaming habits………………………………...169 7.2.4 Randomisation and reliability checks…………………………………....171 7.3 Main effects of customisation………………………………………………...172 7.3.1 Effects of the three experimental conditions…………………………....172 7.3.2 Affective responses……………………………………………….……. 175

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