Weet wat er speelt: De rol van merkbekendheid in effecten van mobiele advergames op tieners

Abstract

Mobiele advergames worden steeds vaker ingezet om tieners te bereiken en te beïnvloeden. Deze studie laat zien dat de reclamewijsheid van tieners alleen geactiveerd wordt door een mobiele game met een bekend merk. In tegenstelling tot wat werd verwacht, leidt reclamewijsheidactivatie niet tot een negatievere maar juist tot een positievere merkattitude ten opzichte van het bekende merk onder tieners. English abstract: The rules of the game. The role of brand familiarity in mobile advergames. This study examined the role of brand familiarity on the susceptibility of adolescents in mobile advergames. Susceptibility was measured by considering brand attitude, brand recall, and persuasion knowledge activation. An experiment among adolescents age 13 to 18 (N = 81) showed that both familiar and unfamiliar brand placement did not affect brand attitudes directly, however did increase brand recall. Familiar brand placements showed a positive effect on persuasion knowledge activation, and subsequently a positive indirect effect on both brand attitude and brand recall. When the persuasive intent of a familiar brand placement was recognized, persuasion knowledge activation resulted in a higher brand attitude towards the familiar brand and a better recall of the brand. No effects on persuasion knowledge, nor an indirect effect on brand attitude or recall was found for the unfamiliar brand placement. These findings suggest that adolescents are highly susceptible to brand placement of familiar brands in advergames, especially when the persuasive intent is identified.