Age-dependent effects of food advergame brand integration and interactivity

Food marketing is under increased scrutiny for its implicated role in the childhood obesity epidemic.

Age-dependent effects of food advergame brand integration and interactivity

Nora J. Rifon and Elizabeth Taylor Quilliam

Michigan State University

Hye-Jin Paek

Hanyang University

Lorraine J. Weatherspoon,Soo-Kyong Kim and Karen C. Smreker

Michigan State University

Introduction

For decades, food marketing to children has been a concern for parents, policy-makers and the healthcare community. As childhood obesity rates have increased, so has evidence that food marketing is a significant contributor to this trend (Institute of Medicine of the National Academies 2006; Seiders & Petty 2007; Harris et al. 2009). At the same time that traditional food...

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