4.1 Article

Stop Playing with Your Food A Comparison of For-Profit and Non-Profit Food-Related Advergames

Journal

JOURNAL OF ADVERTISING RESEARCH
Volume 51, Issue 3, Pages 484-498

Publisher

ADVERTISING RESEARCH FOUNDATION
DOI: 10.2501/JAR-51-3-484-498

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In response to the rising rate in childhood obesity and the increasing number of child-targeted interactive games employed by food marketers and health advocates, this study examined food-related advergaming content for for-profit and non-profit organizations' Web sites. The authors conducted a content analysis of 80 interactive games (40 for-profit and 40 non-profit). The results showed differences in the interactive-gaming genre types employed by non-profit and for-profit organizations. This research adds considerably to the literature about the ways in which children learn healthy food habits/behaviors. Managerial and practical implications are provided to address the need to advance socially responsible methods for organizations.

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