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

  title={The Effects of Playing an Advergame on Young Children's Perceptions, Preferences, and Requests},
  author={Victoria Mallinckrodt and Dick Mizerski},
  journal={Journal of Advertising},
  pages={100 - 87}
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… Expand
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