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- aggregation classification "C1".
- aggregation creator person.
- aggregation creator person.
- aggregation creator person.
- aggregation date "2013".
- aggregation format "application/pdf".
- aggregation hasFormat 4093084.bibtex.
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- aggregation hasFormat 4093084.xls.
- aggregation hasFormat 4093084.yaml.
- aggregation language "eng".
- aggregation rights "I have retained and own the full copyright for this publication".
- aggregation subject "Social Sciences".
- aggregation title "The effect of advertising literacy on children's brand evaluations in an advergame context: the mediating effect of affective reactions towards the game".
- aggregation abstract "The current experimental study (N= 175) investigates whether a cognitive advertising literacy training session may attenuate the effectiveness of advergames by activating 6-to-7 year old children’s cognitive and moral advertising literacy. In addition, the study investigates whether the effect of advertising literacy on brand evaluations is mediated by children’s affective reactions towards the game. The results show that a cognitive advertising literacy training session activates children’s cognitive but not their moral advertising literacy. Further, the results show that both cognitive and moral advertising literacy affect children’s brand evaluations negatively via a negative effect on their affective reactions towards the advergame.".
- aggregation authorList BK285593.
- aggregation aggregates 4093094.
- aggregation isDescribedBy 4093084.
- aggregation similarTo LU-4093084.