Parents’ Presumed Persuasion Knowledge of Children’s Advergames
Parents’ Presumed Persuasion Knowledge of Children’s Advergames
Abstract: Research indicates that parents have a limited understanding of advergames. This study examines the effects of advertising disclosures and cognitive load on parents' activation of persuasion knowledge for a children's advergame. While parents exposed to any advertising disclosure reported higher levels of persuasion knowledge, a single-modality disclosure resulted in more persuasion knowledge activation than a dual-modality disclosure. Additionally, parents who experienced more cognitive load during advergame play reported less persuasion knowledge than parents who experienced less cognitive load. In support of and in contrast to extant literature, our findings offer both theoretical and managerial implications.
Related Research
-
Pleased to Announce – Episode 2Keith Wilson presented his live documentary performance, “Pleased to Announce – Episode 2” at the Cannes Docs Doc Day, part of the Marché du Film – Festival de Cannes on May […]
-
Weaponizing Woke: Black and White Voter Responses, Intentions, and Perceived Support to a Politician’s Commentary on XDenetra Walker and Joshua Cloudy. “Weaponizing Woke: Black and White Voter Responses, Intentions, and Perceived Support to a Politician’s Commentary on X.” Presentation for 76th Annual Conference of the International Communication Association. Presented […]