TY - JOUR
T1 - How avatar customizability affects children's arousal and subjective presence during junk food-sponsored online video games.
AU - Bailey, Rachel
AU - Wise, Kevin
AU - Bolls, Paul
PY - 2009/6
Y1 - 2009/6
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=68949183223&partnerID=8YFLogxK
U2 - 10.1089/cpb.2008.0292
DO - 10.1089/cpb.2008.0292
M3 - Article
C2 - 19445632
AN - SCOPUS:68949183223
SN - 1094-9313
VL - 12
SP - 277
EP - 283
JO - Cyberpsychology & behavior : the impact of the Internet, multimedia and virtual reality on behavior and society
JF - Cyberpsychology & behavior : the impact of the Internet, multimedia and virtual reality on behavior and society
IS - 3
ER -