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AbstractThis study investigates the role of advertising literacy in how children of different ages respond to brand placement and how parental advertising mediation strategies can attenuate advertising effects. The results of a cross‐sectional study among 180 children under 12 and their parents show that older children (10 to 11 years) are better able to detect the commercial intent and the source of brand placement compared to the younger children (7 to 8 years). However, parental advertising mediation appears to increase (instead of decrease) brand attitudes for the younger children, whereas it has no significant effect on brand attitudes of the older children. Practical implications of the study are discussed.

This study investigates how nonprofit organizations could develop their websites to elicit positive evaluations and increase fundraising. More specifically, it focuses on the use of celebrity endorsements in an online context. The interaction between perceived congruence of the celebrity with the nonprofit organization and the level of interactivity induced by the website is examined on website experience, which is an important predictor of the attitude toward—and donation intentions for—a (fictitious) nonprofit organization. Using a 2 × 2 between-subjects experimental design ( N = 122), the level of website interactivity and the (in)congruence between the celebrity and the organization are manipulated. The results show that an incongruent celebrity endorser incites a more favorable website experience than a congruent endorser on an interactive website. This, in turn, leads to a more positive attitude and a higher donation intention for the charity. In a non-interactive context, a congruent versus incongruent endorser has no differential impact on people's responses.

PurposeThis study aims to examine adolescents' (between 12 and 18 years) perceptions of their knowledge and skills related to advertising (i.e. dispositional advertising literacy). More specifically, adolescents' beliefs about their recognition and understanding of advertising (cognitive facet), their emotional reaction to advertising (affective facet) and their moral evaluation of advertising (moral facet) were investigated together with their beliefs about the way they resist advertising.Design/methodology/approachA large-scale survey was conducted, taking information from 2,602 adolescents between the ages of 12 and 18 years.FindingsThe findings show that adolescents believe they can recognize advertising reasonably well and have a moderate understanding of it. They tend to be negative toward advertising, perceive it as an unfair practice and claim to resist it strongly. In addition, adolescents' self-reported moral and affective advertising literacy positively affect advertising resistance. Adolescents' cognitive advertising literacy increases with the number of different media device types owned, and cognitive and moral advertising literacy increase with age.Originality/valueThis study is one of the first to examine adolescents' beliefs about their dispositional advertising literacy. Most previous studies examined advertising literacy among young children (under 12 years) or adults after exposure to a specific advertising format (i.e. situational advertising literacy), while this study focuses on adolescents' self-reported levels of cognitive, moral and affective dispositional advertising literacy. In addition, the focus on resistance strategies to examine how adolescents resist advertising is unique.

AbstractWhereas previous studies investigated the affect transfer from one specific affective stimulus of the brand placement context (such as an artist or the genre) to the brand, this research study investigates the effect of the valence of various scenes in which the brand is repeatedly placed on brand attitude. Direct evaluative conditioning theory suggests that pairing a brand repeatedly with various positive (negative) stimuli positively (negatively) affects brand attitude. The results of 2 experimental studies indicate that when a brand is repeatedly and prominently placed in different affective scenes of the same valence (a series of either positive or negative scenes), the affect aroused by those scenes influences explicit and implicit brand attitudes. In addition, whereas previous research found negative effects of brand prominence on brand evaluations, this study found that prominence positively moderates the affect transfer from the valence of various scenes on brand attitude. This implies that by placing the brand in various positive scenes, prominent brand placements can have a positive effect on recall and recognition and on brand attitude, which transcends the previously declared paradox of prominent placement.

In order to activate women to participate in breast cancer screening programs, a good understanding is needed of the personal characteristics that influence how women can be activated to search for more information, consult friends and doctors, and participate in breast cancer screening programs. In the current study, we investigate the effect of six personal characteristics that have in previous research been identified as important triggers of health behavior on breast cancer screening activation: Health awareness, Need for Cognition, Affect Intensity, Breast cancer knowledge, Topic involvement, and the Perceived breast cancer risk. We test the effect of these factors on four activation variables: intention of future information seeking, forwarding the message to a friend, talking to a doctor, and actual breast cancer screening attendance. Additionally, we try to unravel the process by means of which the antecedents (the six personal characteristics) lead to activation. To that end, we test the mediating role of perceived breast cancer threat, perceived efficacy of screening, and the evoked breast cancer anxiety as mediators in this process. The data were collected by means of a cross-sectional survey in a sample of 700 Flemish (Belgium) women who were invited to the free-of-charge breast cancer population screening. Screening attendance of this sample was provided by the government agency in charge of the organisation of the screening. Health awareness, affects intensity, topic involvement, and perceived risk have the strongest influence on activation. Breast cancer anxiety and perceived breast cancer threat have a substantial mediation effect on these effects. Efficacy perceptions are less important in the activation process. Increased health awareness and a higher level of perceived risk lead to less participation in the free of charge population based breast screening program. Implications for theory and practice are offered. The limitation of the study is that only a standard invitation message was used. ...

In this study, we assess an alternative strategy for health interventions, namely, two-sided messages. A 3 × 2 between-subjects factorial experimental design investigates the effect of three different anti-binge drinking messages (i.e., one-sided, two-sided non-refutational, and two-sided refutational) on strongly and weakly issue-involved adolescents' binge drinking intentions after exposure to peer pressure. A sample of 185 adolescents between the age of 15 and 19 participated in the experiment. The results show that when adolescents' involvement with binge drinking is strong, a two-sided refutational as well as non-refutational message result in lower binge drinking intentions than a one-sided message. When adolescents' involvement with binge drinking is weak, binge drinking intentions are not influenced by message sidedness.

Despite that contemporary advertising is decreasingly about persuading children through persuasive messages and increasingly about influencing them through implicit tactics, little attention has been given to how children may cope with advertising by understanding and evaluating the new advertising tactics. Drawing on 12 focus groups entailing 60 children of ages 9–11 years, this article investigates children's advertising literacy by exploring their knowledge and judgements (and accordingly reasoning strategies) of the new advertising formats. In particular, insight is provided into children's critical reflection on the tactics of brand integration, interactivity and personalization in the advertising formats brand placement, advergames and retargeted pre-roll video ads on social media. It is shown that while children not spontaneously do so, they appear to have the ability to understand these tactics and form judgements about their (moral) appropriateness, thereby considering a wide range of societal actors.

Attitudes and motivation towards physical exercises play a vital role for elderly people's adherence to exercise. In recent years, digital games have been used to enhance elderly people's experiences in physical exercises. However, there is a limited number of studies regarding elderly people's attitudes and motivation towards digital game-based exercises. In this study, we aim at investigating the Finnish elderly people's attitudes towards physical and digital game-based exercises, as well as their motivation in the gameplay. Furthermore, we intend to investigate if digital games can be an alternative way of exercising for elderly people. We conducted a user experience test of the "Skiing Game" with 21 elderly participants in Finland. We applied both qualitative (e.g. interview) and quantitative (e.g. questionnaires) methods to collect data from the participants. Then, we analyzed the data by using SPSS and Nvivo. The findings show that the Finnish elderly people's attitudes towards physical exercises are more positive than digital game-based exercises. However, their attitudes towards digital games have become more positive after the gameplay. Their in-game and post-game user experiences were moderately positive. Their motivation to play digital game-based exercises was moderately high after the gameplay. Their feedback towards the Skiing game was positive. They recommend that digital game-based exercises can be an effective way of exercising. Based on these findings, we recommend that digital games are promising to be used as an alternative way of exercising for the Finnish elderly people. The discussion in this study can help researchers gain insights about using digital games for promoting elderly people's participation in physical exercises.