The Effects of Interactive Brand Placement in Games 1 The Effects of Interactive Brand Placements in Online Games on Children‟s Cognitive, Affective, and Conative Brand Responses Eva van Reijmersdal* Jeroen Jansz Oscar Peters Guda van Noort Author Note Eva A. van Reijmersdal (PhD, University of Amsterdam) is assistant professor at the Amsterdam School of Communications Research ASCoR, University of Amsterdam, The Netherlands; Jeroen Jansz (Ph.D., Leiden University) is special professor at Erasmus University Rotterdam, The Netherlands; Oscar Peters (Ph.D., University of Twente) is managing director of the Institute for Behavioral Research,University of Twente, The Netherlands. Guda van Noort (PhD, VU University Amsterdam) is assistant professor at ASCoR, University of Amsterdam. The authors thank Neil van der Veer and Sjoerd Buitinga, Newcom Research & Consultancy for the data collection. Correspondence concerning this article should be addressed to Eva van Reijmersdal, ASCoR, University of Amsterdam, Kloveniersburgwal 48, 1012 CX Amsterdam, The Netherlands, T: +31 (0)20 5253986, F: +31 (0)20 5253681, e.a.vanreijmersdal@uva.nl