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- aggregation classification "C1".
- aggregation creator person.
- aggregation creator person.
- aggregation creator person.
- aggregation creator person.
- aggregation creator person.
- aggregation date "2014".
- aggregation format "application/pdf".
- aggregation hasFormat 5811561.bibtex.
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- aggregation language "eng".
- aggregation rights "I have transferred the copyright for this publication to the publisher".
- aggregation subject "Social Sciences".
- aggregation title "Children's advertising literacy for new advertising formats: the mediating impact of advertising literacy on the (un)intended effects of advergames and advertising funded programs".
- aggregation abstract "The current study investigates how advergames and Advertising Funded Programs (AFP) differentially affect children (7-to-9-years). Advergames interactively engage the viewer with the content, whereas an AFP does not, which may lead to lower levels of advertising literacy for advergames. A 2 (Format: AFP versus Advergame) by 2 (Training session: Yes versus No) between-subjects experimental study shows that children have a higher level of affective but not of cognitive advertising literacy for AFPs than for advergames, which leads to a lower impact on pester power and materialism. A training session improves children’s cognitive and affective advertising literacy for both formats.".
- aggregation authorList BK71727.
- aggregation aggregates 5814869.
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