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

Detalhes bibliográficos
Autor(a) principal: Pascoal, Ana Carolina Santos
Data de Publicação: 2013
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/9823
Resumo: 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
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spelling Medium-short-term and repetition effects of advergames on children consumer behaviourAdvergamesChildrenConsumer behaviourObesityA Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and EconomicsThe 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.NSBE - UNLAgante, LuísaRUNPascoal, Ana Carolina Santos2013-06-06T14:47:13Z2013-012013-01-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/9823enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T03:43:09Zoai:run.unl.pt:10362/9823Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:19:03.654532Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Medium-short-term and repetition effects of advergames on children consumer behaviour
title Medium-short-term and repetition effects of advergames on children consumer behaviour
spellingShingle Medium-short-term and repetition effects of advergames on children consumer behaviour
Pascoal, Ana Carolina Santos
Advergames
Children
Consumer behaviour
Obesity
title_short Medium-short-term and repetition effects of advergames on children consumer behaviour
title_full Medium-short-term and repetition effects of advergames on children consumer behaviour
title_fullStr Medium-short-term and repetition effects of advergames on children consumer behaviour
title_full_unstemmed Medium-short-term and repetition effects of advergames on children consumer behaviour
title_sort Medium-short-term and repetition effects of advergames on children consumer behaviour
author Pascoal, Ana Carolina Santos
author_facet Pascoal, Ana Carolina Santos
author_role author
dc.contributor.none.fl_str_mv Agante, Luísa
RUN
dc.contributor.author.fl_str_mv Pascoal, Ana Carolina Santos
dc.subject.por.fl_str_mv Advergames
Children
Consumer behaviour
Obesity
topic Advergames
Children
Consumer behaviour
Obesity
description 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
publishDate 2013
dc.date.none.fl_str_mv 2013-06-06T14:47:13Z
2013-01
2013-01-01T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/9823
url http://hdl.handle.net/10362/9823
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv NSBE - UNL
publisher.none.fl_str_mv NSBE - UNL
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
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repository.mail.fl_str_mv
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