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- W2061807440 abstract "This study investigated how persuasive messages integrated in an online game affects children’s cognitive, affective, and conative responses to the brand, as well as their attitude toward the game itself. An experiment conducted among 2453 girls between the ages of 11 and 17 demonstrated that confrontation with interactive brand placement in the game resulted in more positive attitudes toward the game, higher top of mind awareness of the brand, more positive brand images, and more favorable behavioral intentions. In addition, consistent with persuasion literature and theories on child development, this study showed that there was a three-way interaction effect between exposure to the brand placement, age, and prior brand use for behavioral intentions. The youngest girls who had no prior experience with the brand were more strongly influenced by the brand placement than the oldest girls who had no prior brand experience." @default.
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- W2061807440 date "2010-11-01" @default.
- W2061807440 modified "2023-09-27" @default.
- W2061807440 title "The effects of interactive brand placements in online games on children’s cognitive, affective, and conative brand responses" @default.
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- W2061807440 doi "https://doi.org/10.1016/j.chb.2010.07.006" @default.
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