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...

Investigating male game players, this study explores how game interface (virtual reality and standard console), game content (fighting, shooting, and driving), and game context (human and computer competition) influence levels of presence and hostile expectation bias-the expectation others will think, feel, speak, and act aggressively during social conflict. In addition to game interface and game content influencing hostile expectations, significant interactions were detected for hostile expectations. Presence, although not as predicted, also significantly differed across game interface and game content. Through the development and testing of each gaming experience, this study demonstrates that simply testing violent and nonviolent game situations underestimates the complexity of contemporary video-game play. Read more...