Document Detail


How avatar customizability affects children's arousal and subjective presence during junk food-sponsored online video games.
MedLine Citation:
PMID:  19445632     Owner:  NLM     Status:  MEDLINE    
Abstract/OtherAbstract:
The purpose of this study was to determine how children cognitively and emotionally process interactive marketing of snack food products in advergames. Children (N = 30) aged 10 to 12 were asked to play advergames with (a) avatars that were assigned to them, (b) avatars chosen from a pool, and (c) self-designed avatars. The children's skin conductance levels were collected during play. After gameplay, at each customization level, self-reported presence was collected. The results of this study indicate that customization of game avatars can affect both subjective feelings of presence and psychophysiological indicators of emotion during gameplay, which may make the gameplay experience more enjoyable. This may have implications for game sponsors and producers. Self-reported presence had no effect on psychophysiological indicators of emotion during gameplay. Implications of this finding and limitations of this study are discussed.
Authors:
Rachel Bailey; Kevin Wise; Paul Bolls
Publication Detail:
Type:  Journal Article    
Journal Detail:
Title:  Cyberpsychology & behavior : the impact of the Internet, multimedia and virtual reality on behavior and society     Volume:  12     ISSN:  1557-8364     ISO Abbreviation:  Cyberpsychol Behav     Publication Date:  2009 Jun 
Date Detail:
Created Date:  2009-06-08     Completed Date:  2009-08-21     Revised Date:  -    
Medline Journal Info:
Nlm Unique ID:  9804397     Medline TA:  Cyberpsychol Behav     Country:  United States    
Other Details:
Languages:  eng     Pagination:  277-83     Citation Subset:  IM    
Affiliation:
Department of Strategic Communication, University of Missouri, Columbia, Missouri 65211, USA.
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MeSH Terms
Descriptor/Qualifier:
Advertising as Topic*
Arousal*
Child
Choice Behavior
Emotions
Fantasy*
Female
Food Industry
Food Preferences*
Galvanic Skin Response
Humans
Male
Marketing*
Persuasive Communication
Reality Testing
Self Concept*
Social Environment
Software*
Video Games*

From MEDLINE®/PubMed®, a database of the U.S. National Library of Medicine


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