Waiguny, Martin; Nelson, Michelle; Terlutter, Ralf - In: Journal of Consumer Policy 37 (2014) 2, pp. 257-277
Across two studies, the authors investigate the extent to which children’s persuasion knowledge of an advertising tactic (advergame and TV commercial) and their level of engagement with the medium (presence) influence their identification of commercial content and persuasion outcomes. In line...