Journal
JOURNAL OF CONSUMER BEHAVIOUR
Volume 15, Issue 1, Pages 38-47Publisher
WILEY
DOI: 10.1002/cb.1529
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This study investigates children's persuasion knowledge towards an advergame. Based on the theory of limited capacity and the PAD dimensions of emotions (i.e. pleasure, arousal and dominance), we propose a model in which persuasion knowledge is associated with game flow, and in which game flow is subsequently related to self-reported player emotions. To test this model, 200 respondents between 7 and 12years old were asked to play an advergame and to complete a survey addressing self-reported emotions, persuasion knowledge and game flow. Structural equation modelling partially confirms our model. Both managerial and ethical implications are discussed in the paper. Copyright (C) 2015 John Wiley & Sons, Ltd.
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