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Entertaining Persuasion
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Spiele, die in unterhaltsamer Form der Werbung dienen, die sog. Advergames, sind mittlerweile zu einer gngigen Praxis geworden. Martin Waiguny untersucht, welche Wirkungen Advergames auf Kinder haben und zeigt auf, wie sich dies auch in Verhaltensabsichten und im Verhalten uert. Der Autor stellt die Unterschiede zwischen TV-Werbung fr Kinder und Advergames dar und kommt zu dem Schluss, dass sich die kognitive Verteidigung gegenber Werbemanahmen durch den Entertainment-Faktor stark reduziert, somit kann man diese als Entertaining Persuasion verstehen. Die Zusammenhnge werden empirisch mit Kindern im Alter zwischen 7 und 10 Jahren untersucht.
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