Go with the flow: How children's persuasion knowledge is associated with their state of flow and emotions during advergame play | Zendy

Vanwesenbeeck Ini | Zendy; Ponnet Koen | Zendy; Walrave Michel | Zendy

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Go with the flow: How children's persuasion knowledge is associated with their state of flow and emotions during advergame play

Author(s) -

Vanwesenbeeck Ini,

Ponnet Koen,

Walrave Michel

Publication year - 2015

Publication title -

journal of consumer behaviour

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.811

H-Index - 43

eISSN - 1479-1838

pISSN - 1472-0817

DOI - 10.1002/cb.1529

Subject(s) - persuasion , pleasure , psychology , social psychology , dominance (genetics) , flow (mathematics) , valence (chemistry) , mechanics , biochemistry , chemistry , physics , quantum mechanics , neuroscience , gene

This study investigates children's persuasion knowledge towards an advergame. Based on the theory of limited capacity and the PAD dimensions of emotions (i.e. pleasure, arousal and dominance), we propose a model in which persuasion knowledge is associated with game flow, and in which game flow is subsequently related to self‐reported player emotions. To test this model, 200 respondents between 7 and 12 years old were asked to play an advergame and to complete a survey addressing self‐reported emotions, persuasion knowledge and game flow. Structural equation modelling partially confirms our model. Both managerial and ethical implications are discussed in the paper. Copyright © 2015 John Wiley & Sons, Ltd.

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