Despite the growth of embedded brands in entertainment media, few theory-based studies have assessed consumer processing of brand placements in games. This study contrasted the influence of media context (play, watch) and psychological response (telepresence) on consumer recall, game liking, and perceived persuasion for real and fictitious brands in a racing game. Results show that playing the game impeded recall, but had no effect on game liking or perceived persuasion across brands. Telepresence and game liking were positively related to perceived persuasion for real and fictitious brands, with telepresence mediating the effect of game liking on perceived persuasion for real brands. Results are explained according to cognitive capacity and media context effects. Read more...

The authors examined whether the nature of the opponent ( computer, friend, or stranger) influences spatial presence, emotional responses, and threat and challenge appraisals when playing video games. In a within- subjects design, participants played two different video games against a computer, a friend, and a stranger. In addition to self- report ratings, cardiac interbeat intervals ( IBIs) and facial electromyography ( EMG) were measured to index physiological arousal and emotional valence. When compared to playing against a computer, playing against another human elicited higher spatial presence, engagement, anticipated threat, post- game challenge appraisals, and physiological arousal, as well as more positively valenced emotional responses. In addition, playing against a friend elicited greater spatial presence, engagement, and self- reported and physiological arousal, as well as more positively valenced facial EMG responses, compared to playing against a stranger. The nature of the opponent influences spatial presence when playing video games, possibly through the mediating influence on arousal and attentional processes. Read more...

Video game playing is an attractive form of entertainment among school-age children. Although this activity reportedly has many adverse effects on child development, these effects remain controversial. To investigate the effect of video game playing on regional cerebral blood volume, we measured cerebral hemoglobin concentrations using near-infrared spectroscopy in 12 normal volunteers consisting of six children and six adults. A Hitachi Optical Topography system was used to measure hemoglobin changes. For all subjects, the video game Donkey Kong((R)) was played on a Game Boy((R)) device. After spectroscopic probes were positioned on the scalp near the target brain regions, the participants were asked to play the game for nine periods of 15 s each, with 15-s rest intervals between these task periods. Significant increases in bilateral prefrontal total-hemoglobin concentrations were observed in four of the adults during video game playing. On the other hand, significant decreases in bilateral prefrontal total-hemoglobin concentrations were seen in two of the children. A significant positive correlation between mean oxy-hemoglobin changes in the prefrontal region and those in the bilateral motor cortex area was seen in adults. Playing video games gave rise to dynamic changes in cerebral blood volume in both age groups, while the difference in the prefrontal oxygenation patterns suggested an age-dependent utilization of different neural circuits during video game tasks. Read more...

In this article, we review research that explores how the effects of media violence on aggression may be diminished and how media productions may be used to reduce aggressive attitudes and behaviors. Studies show that adults' comments before or during media exposure can reduce the impact of violent programming on children aggressiveness under some circumstances. Experiments involving more extensive media literacy curricula show that some approaches can alter attitudes toward media violence and, in a few cases, intervene in aggressive behavior. Studies of the impact of antiviolence media productions reveal that although such efforts can be effective, unanticipated "boomerang" effects are prevalent. Overall, the effectiveness of the 3 types of interventions was highly variable, and age and gender differences were prominent. The findings suggest that more research is needed to determine the best approaches to developing parental interventions, media literacy strategies, and prosocial media presentations for reducing youth violence. Read more...