Please use this identifier to cite or link to this item:
http://hdl.handle.net/10609/130926
Title: | Playing with food: the impact of marketing via online games on children's behaviour |
Author: | Theben, Alexandra Dominique Danielle |
Director: | Lupiáñez-Villanueva, Francisco Folkvord, Frans |
Abstract: | Marketing in online games and advergames has been subject to criticism and concerns. The objectives of this doctoral thesis were threefold: (1) analyse the current state of knowledge concerning the impacts of online food marketing to children; (2) analyse the characteristics of online marketing techniques directed at children in most popular online games and advergames; and (3) test the effect of an advergame that promotes fruit on children¿s subsequent fruit consumption. With these objectives, the study also aimed to fill current research gaps related to the marketing of healthy food products using currently deployed online marketing techniques. The results provided no evidence that children who played an advergame promoting fruit consumed more fruit compared to those children who played an advergame with non-food items or were in the control condition. Despite the fact that previous studies have shown that advergames promoting food products increased the intake of the (often unhealthy) food products advertised, the same effect could not be found for advergames promoting fruit. Implications on online marketing of healthy food products are discussed and recommendations for future research outlined. |
Keywords: | marketing online Internet advergames children |
Document type: | info:eu-repo/semantics/doctoralThesis |
Issue Date: | 3-May-2021 |
Publication license: | http://creativecommons.org/licenses/by-nc-nd/3.0/es/ |
Appears in Collections: | Tesis doctorals |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
Dissertation_A.Theben_Version_Online Version.pdf | Theben_dissertation | 2,1 MB | Adobe PDF | View/Open |
Share:
This item is licensed under a Creative Commons License