In response to the rising rate in childhood obesity and the increasing number of child-targeted interactive games employed by food marketers and health advocates, this study examined food-related advergaming content for for-profit and non-profit organizations' web sites. The authors conducted a content analysis of 80 interactive games (40 for-profit and 40 non-profit). The results showed differences in the interactive-gaming genre types employed by non-profit and for-profit organizations. This research adds considerably to the literature about the ways in which children learn healthy food habits/behaviors. Managerial and practical implications are provided to address the need to advance socially responsible methods for organizations.
Journal of Advertising Research, Vol.51, No.3, pp.484-498