Showing papers by "Veroline Cauberghe published in 2016"

How advertising literacy training affect children's responses to television commercials versus advergames

Abstract: This study examined children's advertising literacy level for traditional versus embedded advertising formats by comparing their cognitive and affective advertising literacy level for television commercials vs. advergames. The study also explored how cognitive and affective advertising literacy further attenuate advertising effects by investigating the mediation impact of cognitive and affective advertising literacy on the relation between the ad's format and the purchase request. Third, the study investigated how an advertising literacy training session moderates these effects.The results of this experimental study showed that advergames lead to a higher purchase request rate among children than television commercials. However, only affective but not cognitive advertising literacy mediated the effect of the advertising format on purchase request. In addition, a training session was shown to accelerate children's cognitive (but not their affective) advertising literacy for advergames, but not for televisi...

Fundraising in an Interactive Online Environment

Abstract: This study investigates how nonprofit organizations could develop their websites to elicit positive evaluations and increase fundraising. More specifically, it focuses on the use of celebrity endorsements in an online context. The interaction between perceived congruence of the celebrity with the nonprofit organization and the level of interactivity induced by the website is examined on website experience, which is an important predictor of the attitude toward—and donation intentions for—a (fictitious) nonprofit organization. Using a 2 × 2 between-subjects experimental design (N = 122), the level of website interactivity and the (in)congruence between the celebrity and the organization are manipulated. The results show that an incongruent celebrity endorser incites a more favorable website experience than a congruent endorser on an interactive website. This, in turn, leads to a more positive attitude and a higher donation intention for the charity. In a non-interactive context, a congruent versus incongru...

The immediate versus delayed effects of an advertising literacy training on children's responses to product placement

Abstract: This experimental study investigated the immediate vs. delayed effects of an advertising literacy training on product placement effects for 7-8 versus 10-11 year old children. The advertising literacy training increased children’s understanding of product placement (advertising literacy), both for the younger and the older children and both immediately and in the longer run (measured after one week). In addition, this advertising literacy had a negative impact on pester power, but only when children’s general skeptical attitude toward advertising was high and not when it was low. No moderating effects of age were found.