Document details

Medium-short-term and repetition effects of advergames on children consumer behaviour

Author(s): Pascoal, Ana Carolina Santos

Date: 2013

Persistent ID:

Origin: Repositório Institucional da UNL

Subject(s): Advergames; Children; Consumer behaviour; Obesity


The goal of this project is to understand whether advergames have short- and mediumterm impact on children’s preferences and choices for certain types of products and brands, and whether repeated exposure is significantly relevant in shaping these behaviours. Past literature has focused essentially on the immediate effects of single exposures to advergames, rather than on the medium- or long-term ones and therefore with this study we will reduce the existent gap in the literature. We used a sample of 104 children aged 6-9 years old divided into three groups. Our results confirmed the existence of all the expected effects, and thus exposure to advergames has immediate and medium-term effects on the child’s preferences and choices of the brand depicted on the advergame and on that product category. We also concluded that repeated exposure to the advergame enhances all the effects on the brand, but not on the product category.

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

Document Type Master thesis
Language English
Advisor(s) Agante, Luísa
Contributor(s) Pascoal, Ana Carolina Santos
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