Purpose – The purpose of this paper is to examine the factors contributing to positive attitudes toward advergames among later elementary school children in Mexico. Design/methodology/approach – Data collection was conducted via experiments in an elementary school computer lab followed by a...

Purpose – Previous work examining the effect of emotional responses (arousal) in the online context has addressed one type of emotional data, relying only on self‐reporting. This paper aims to investigate the effect of arousal on short‐term brand memory in the context of advergaming,...