Determinants of children's attitudes towards “advergames”: the case of Mexico
Abstract
Purpose
The purpose of this paper is to examine the factors contributing to positive attitudes toward advergames among later elementary school children in Mexico.
Design/methodology/approach
Data collection was conducted via experiments in an elementary school computer lab followed by a paper‐and‐pencil questionnaire.
Findings
Regression analysis revealed that entertainment and sociability positively related to positive attitudes toward advergames, whereas escapism was found to be negatively related. The most robust finding was the significant effect of entertainment on attitudes. Interestingly, Mexican children perceived entertainment and sociability as closely related. In sum, they claimed that they play online games for fun or as a means to socialize, but not to get away from their responsibilities.
Research limitations/implications
The games selected for the study promote global brands of an international corporation with considerable time in the market. Future work could develop local or hypothetical brands and test them in the same context.
Practical implications
Empirical evidence by means of a Mexican sample contributes by providing support about attitudes' formation and computer usage among Latin American children.
Originality/value
The study contributes by providing valuable insights about children's attitudes toward advergames formation.
Keywords
Citation
Hernandez, M.D. (2008), "Determinants of children's attitudes towards “advergames”: the case of Mexico", Young Consumers, Vol. 9 No. 2, pp. 112-120. https://doi.org/10.1108/17473610810879684
Publisher
:Emerald Group Publishing Limited
Copyright © 2008, Emerald Group Publishing Limited