De invloeden van waarschuwingen voor advergames en stemming op merkherkenning en merkattitude | Amsterdam University Press Journals Online
Volume 41, Issue 2
  • ISSN: 1384-6930
  • E-ISSN: 1875-7286


The influence of a warning for advergames on persuasion

The influence of a warning for advergames on persuasion

In an experiment (N= 127) the influences of brand placement warnings in advergames on brand recognition and brand attitude are examined. In addition, the moderating role of gamers’ mood is explored. As expected based on persuasion knowledge theory, the results showed that brand placement warnings mitigate persuasion: gamers exposed to the warning held more negative attitudes toward the brand in the advergame than gamers who were not confronted with a warning. However, these influences only held for gamers in a positive mood. Gamers in a negative mood, were more negative toward the brand, regardless of the presence of a warning. As predicted based on priming theory, the results also showed that warnings increased brand recognition. These influences were stronger for gamers in a positive mood.


Article metrics loading...

Loading full text...

Full text loading...
This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error