Children’s responses to traditional versus hybrid advertising formats : the moderating role of persuasion knowledge
Yann Verhellen; Caroline Oates; Patrick De Pelsmacker; Nathalie Dens
Year of publication: |
2014
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Authors: | Verhellen, Yann ; Oates, Caroline ; Pelsmacker, Patrick de ; Dens, Nathalie |
Published in: |
Journal of consumer policy : consumer issues in law, economics and behavioural sciences. - Dordrecht : Springer, ISSN 0168-7034, ZDB-ID 230313-9. - Vol. 37.2014, 2, p. 235-255
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Subject: | Persuasion knowledge | Hybrid advertising | Advergames | Consumer policy | Werbewirkung | Advertising effects | Computerspiel | Video game | Kinder | Children | Zielgruppe | Target group | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Fernsehwerbung | Television advertising | Online-Marketing | Internet marketing | Belgien | Belgium | Verbraucherpolitik |
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