Do you take credit cards? The attitudinal and behavioral effects of advergames targeted at children

Autor(en)

Brigitte Naderer, Jörg Matthes, Manina Mestas

Abstrakt

Advergames are a promotional tool that confronts children with brands in an entertaining and playful setting. The present study adds to the existing knowledge by analyzing an advergame placement that is usually not targeted at children: credit cards. Based on an emotional conditioning process premised on the positive gaming experience, we argue that advergames lead to an increase in brand evaluation and brand choice. In addition to changes in brand outcomes, we investigate how playing a game promoting credit cards can impact children's spending behavior. For that purpose, children either played the traditional version of Monopoly paying with cash money or they played the banking version, promoting Visa credit cards. Results indicate that exposure to the branded game enhanced preference for Visa. In addition, children's spending behavior increased in an online shopping task. As another important contribution to the literature, we found the behavioral and attitudinal effects to be independent of children's age. In light of young consumers' high debt, our findings raise concerns about targeting children with credit card placements in advergames.

Organisation(en)

Institut für Publizistik- und Kommunikationswissenschaft

Journal

Journal of Consumer Behaviour

Band

15

Seiten

580-588

Anzahl der Seiten

9

ISSN

1472-0817

DOI

https://doi.org/10.1002/cb.1599

Publikationsdatum

2016

Peer-reviewed

Ja

ÖFOS 2012

508007 Kommunikationswissenschaft, 508014 Publizistik

Schlagwörter

ASJC Scopus Sachgebiete

Social Psychology, Applied Psychology

Link zum Portal

https://ucrisportal.univie.ac.at/de/publications/0cc6e9e9-7f81-455b-99f0-3025028c063e