Advergame Alert! Effects Disclosure of Advergames and Mood on Persuasion Knowledge and Persuasion

• In Event: Persuasion II: Message Features

Abstract

This study focused on the effects of disclosing the persuasive nature of advergames on brand recall and brand attitudes. In addition, it was the first to examine the mediating role of ad-specific persuasion knowledge and the moderating role of mood. An experiment (N = 127) showed a moderated mediation effect: advergame disclosures increased ad-specific persuasion knowledge, which resulted in higher brand recall, but also in more negative brand attitudes. This mediated effect was only significant for people in positive moods: a disclosure raised awareness of the advergame’s persuasive nature which subsequently led to more critical processing. People in negative moods already processed the advergame in a critical manner. These findings have important implications for theory, legislation, and the advertising practice.

Authors

• Eva van Reijmersdal, U of Amsterdam

• Nienke Lammers, U of Amsterdam

• Esther Rozendaal, Radboud University Nijmegen

• Moniek Buijzen, Radboud U Nijmegen