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The purpose of this study was to determine how children cognitively and emotionally process interactive marketing of snack food products in advergames. Children (N = 30) aged 10 to 12 were asked to play advergames with (a) avatars that were assigned to them, (b) avatars chosen from a pool, and (c) self-designed avatars. The children's skin conductance(More)
The current study experimentally tested the effects of two types of content commonly found in anti-tobacco television messages – content focused on communicating a health threat about tobacco use (fear) and content containing disgust related images – on how viewers processed these messages. In a 2 · 2 within-subjects experiment, participants watched(More)
This experiment explored how the emotional tone and visual complexity of direct-to-consumer (DTC) drug advertisements affect the encoding and storage of specific risk and benefit statements about each of the drugs in question. Results are interpreted under the limited capacity model of motivated mediated message processing framework. Findings suggest that(More)
This study experimentally examines the effect of smoking cues and disgust images commonly found in anti-tobacco advertisements on tobacco smokers' message processing. In a 2 (smoking cues) × 2 (disgust) within-subjects experiment, smokers watched anti-tobacco advertisements selected to vary in presence/absence of smoking cues and high/low ratings of(More)
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