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Based on responses from 244 Greek adolescents aged 12\u201315 years, Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to investigate direct and mediated influences on purchase intentions with advertisement skepticism and persuasion knowledge as mediating factors. Results indicate that exposure and recognition have a significant influence on intentions both by means of cognitive as well as attitudinal processes, while interest only increases skepticism but not interaction. Multi-group analysis yielded significant differences according to age and experience, referring to the development path of advertising literacy. The results provide strong cues to educators, policymakers, and marketers who want to develop media-critical competencies among adolescents in an ever-shaping digital age.<\/jats:p>","DOI":"10.3390\/digital5030028","type":"journal-article","created":{"date-parts":[[2025,7,22]],"date-time":"2025-07-22T13:35:28Z","timestamp":1753191328000},"page":"28","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":0,"title":["Digital Persuasion in the Classroom: Middle School Students\u2019 Perceptions of Neuromarketing and Screen-Based Advertising"],"prefix":"10.3390","volume":"5","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-2444-9796","authenticated-orcid":false,"given":"Stefanos","family":"Balaskas","sequence":"first","affiliation":[{"name":"Department of Management Science and Technology, University of Patras, 26334 Patras, Greece"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Christos","family":"Zotos","sequence":"additional","affiliation":[{"name":"Arsakeia Schools of Patras, 26504 Patras, Greece"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Lamprini","family":"Lourida","sequence":"additional","affiliation":[{"name":"Department of Educational Sciences and Social Work, University of Patras, 26334 Patras, Greece"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Kyriakos","family":"Komis","sequence":"additional","affiliation":[{"name":"Department of Electrical and Computer Engineering, School of Engineering, University of Patras, 26504 Patras, Greece"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"1968","published-online":{"date-parts":[[2025,7,22]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"48","DOI":"10.1080\/10714421.2024.2377454","article-title":"\u201cI had to watch the commercial. 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