Discovering Statistics Using SPSS
Discovering Statistics Using SPSS
GameFlow: a model for evaluating player enjoyment in games
Computers in Entertainment (CIE) - Theoretical and Practical Computer Applications in Entertainment
The effect of violent and non-violent computer games on cognitive performance
Computers in Human Behavior
Video games and the perception of very long durations by adolescents
Computers in Human Behavior
User goals in social virtual worlds: A means-end chain approach
Computers in Human Behavior
eGames: Is imagination the forgotten ingredient?
Computers in Human Behavior
Responses to an advergaming campaign on a mobile social networking site: An initial research report
Computers in Human Behavior
Why girls go pink: Game character identification and game-players' motivations
Computers in Human Behavior
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This study investigated how persuasive messages integrated in an online game affects children's cognitive, affective, and conative responses to the brand, as well as their attitude toward the game itself. An experiment conducted among 2453 girls between the ages of 11 and 17 demonstrated that confrontation with interactive brand placement in the game resulted in more positive attitudes toward the game, higher top of mind awareness of the brand, more positive brand images, and more favorable behavioral intentions. In addition, consistent with persuasion literature and theories on child development, this study showed that there was a three-way interaction effect between exposure to the brand placement, age, and prior brand use for behavioral intentions. The youngest girls who had no prior experience with the brand were more strongly influenced by the brand placement than the oldest girls who had no prior brand experience.