Children’s Responses to Traditional Versus Hybrid Advertising: The Moderating Role of Persuasion Knowledge

Author(s):  
Yann Verhellen ◽  
Caroline Oates ◽  
Patrick De Pelsmacker ◽  
Nathalie Dens
2014 ◽  
Vol 37 (2) ◽  
pp. 235-255 ◽  
Author(s):  
Yann Verhellen ◽  
Caroline Oates ◽  
Patrick De Pelsmacker ◽  
Nathalie Dens

2013 ◽  
Vol 41 (2) ◽  
Author(s):  
Nienke Lammers ◽  
Eva A. van Reijmersdal

The influence of a warning for advergames on persuasion The influence of a warning for advergames on persuasion In an experiment (N= 127) the influences of brand placement warnings in advergames on brand recognition and brand attitude are examined. In addition, the moderating role of gamers’ mood is explored. As expected based on persuasion knowledge theory, the results showed that brand placement warnings mitigate persuasion: gamers exposed to the warning held more negative attitudes toward the brand in the advergame than gamers who were not confronted with a warning. However, these influences only held for gamers in a positive mood. Gamers in a negative mood, were more negative toward the brand, regardless of the presence of a warning. As predicted based on priming theory, the results also showed that warnings increased brand recognition. These influences were stronger for gamers in a positive mood.


Crisis ◽  
2020 ◽  
Vol 41 (2) ◽  
pp. 82-88 ◽  
Author(s):  
Bob Lew ◽  
Ksenia Chistopolskaya ◽  
Yanzheng Liu ◽  
Mansor Abu Talib ◽  
Olga Mitina ◽  
...  

Abstract. Background: According to the strain theory of suicide, strains, resulting from conflicting and competing pressures in an individual's life, are hypothesized to precede suicide. But social support is an important factor that can mitigate strains and lessen their input in suicidal behavior. Aims: This study was designed to assess the moderating role of social support in the relation between strain and suicidality. Methods: A sample of 1,051 employees were recruited in Beijing, the capital of China, through an online survey. Moderation analysis was performed using SPSS PROCESS Macro. Social support was measured with the Multidimensional Scale of Perceived Social Support, and strains were assessed with the Psychological Strains Scale. Results: Psychological strains are a good predictor of suicidality, and social support, a basic need for each human being, moderates and decreases the effects of psychological strains on suicidality. Limitations: The cross-sectional survey limited the extent to which conclusions about causal relationships can be drawn. Furthermore, the results may not be generalized to the whole of China because of its diversity. Conclusion: Social support has a tendency to mitigate the effects of psychological strains on suicidality.


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