The Influence of Advergames on Children’s Consumer Choices and Behavior

Amanda E. Staiano and Sandra L. Calvert

Chapter 12 in Advertising to Children, 2014, pp 218-238 from Palgrave Macmillan

Abstract: Abstract Children as a market have come of age. Youth ages 2 to 17 in the United States spend approximately $250 billion per year, and 2- to 14-year-old US youth influence an additional $500 billion per year in family spending (see Calvert, 2008). In an increasingly digital world culture, youth now spend a considerable amount of time online (Rideout, Foehr & Roberts, 2010). Businesses are following them to these online spaces, coming up with new ways to reach children through entertainment technology (McGinnis, Gootman & Kraak, 2006). One such route is the advergame, a video game with either subtle or overt messages designed to persuade users to purchase and consume specific products (Calvert, 2008; Staiano & Calvert, 2012).

Keywords: Branded Product; Product Placement; Banner Advertisement; Commercial Message; Healthy Snack (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-31325-6_12

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DOI: 10.1057/9781137313256_12

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