Autor(es):
Pascoal, Ana Carolina Santos 
Data: 2013
Identificador Persistente: http://hdl.handle.net/10362/9823
Origem: Repositório Institucional da UNL
Assunto(s): Advergames; Children; Consumer behaviour; Obesity
Detalhes do Documento
Medium-short-term and repetition effects of advergames on children consumer beh...
Descrição
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics The goal of this project is to understand whether advergames have short- and mediumterm impact on children’s preferences and choices for certain types of products and brands, and whether repeated exposure is significantly relevant in shaping these behaviours. Past literature has focused essentially on the immediate effects of single exposures to advergames, rather than on the medium- or long-term ones and therefore with this study we will reduce the existent gap in the literature. We used a sample of 104 children aged 6-9 years old divided into three groups. Our results confirmed the existence of all the expected effects, and thus exposure to advergames has immediate and medium-term effects on the child’s preferences and choices of the brand depicted on the advergame and on that product category. We also concluded that repeated exposure to the advergame enhances all the effects on the brand, but not on the product category.
A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics The goal of this project is to understand whether advergames have short- and mediumterm impact on children’s preferences and choices for certain types of products and brands, and whether repeated exposure is significantly relevant in shaping these behaviours. Past literature has focused essentially on the immediate effects of single exposures to advergames, rather than on the medium- or long-term ones and therefore with this study we will reduce the existent gap in the literature. We used a sample of 104 children aged 6-9 years old divided into three groups. Our results confirmed the existence of all the expected effects, and thus exposure to advergames has immediate and medium-term effects on the child’s preferences and choices of the brand depicted on the advergame and on that product category. We also concluded that repeated exposure to the advergame enhances all the effects on the brand, but not on the product category.
Tipo de Documento
Dissertação de Mestrado
Idioma Inglês
Orientador(es) Agante, Luísa
Idioma Inglês
Orientador(es) Agante, Luísa
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