Can advergames boost children’s healthier eating habits?: A comparison between healthy and non-healthy food

A Work Project, presented as part of the requirements for the Award of a Masters Degree in Management from the NOVA – School of Business and Economics

This research aims to investigate the effects of food advergaming on children’s eating habits. A total of 231 elementary school-age children were randomly assigned to one of the following two conditions: (i) play the healthy advergame; (ii) play the less healthy advergame. A pos-treatment pictured questionnaire was used to assess their behavior in terms of immediate food choice, food liking, and nutritional knowledge. Results showed that children tend to choose a snack accordingly to what was being advertised in the game. In terms of food liking, children who played the less healthy version of the game reported a higher preference for some of the less healthy options. Regarding nutritional knowledge no differences were registered which leads us to conclude that they already have a solid understanding of what are “good” and “bad” foods for their health. These findings have important legal, educational, management and social marketing contributions.