Adolescents, advergames and snack foods: Effects of positive affect and experience on memory and choice

Abstract

Our study examined factors affecting Mexican adolescents' brand recognition and choice of snack products contained in advergames. Recognition tests and snack choice procedures were conducted where three issues were examined: (1) the effect of product and electronic media experience on adolescents' memory; (2) the effect of positive affect (liking) of both product and advergames on adolescents' memory; and (3) exploration of the effect of positive affect, experience and enhanced memory on adolescents' product choice. Multivariate analyses revealed that adolescents who exhibited positive affect toward both advergames and featured food products demonstrated elevated recognition performance. The positive effect of product experience on memory was confirmed. Interestingly, familiarity with videogame consoles enhanced adolescents' brand recognition scores as compared to television watching or computer usage. Among the participants, more than 65% selected snacks promoted on advergames over other snacks. The difference was statistically significant. A positive relationship between liking, enhanced memory and snack choice was found. The findings suggest that promotion of snack brands in advergames has the potential to influence not only adolescents' memory but also choice.