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...

This paper describes the design and implementation of a module of emotions and personality for synthetic actors. Here are presented the results of previous researches, which were the basis of this project. With this information, a model for emotion generation using personality traits was designed in three stages, and implemented. using fuzzy logic, FSMs, and probability theory. Finally, the functionalities of the module were shown using a demo version implemented with the videogame engine Unreal (R) 2 Runtime. Read more...

This paper examines the perceptual antecedents of the appeal of online computer games from the users' perspective. It proposes a framework that links the perceived ease of use, perceived entertainment, and perceived irritation with the appeal of an online computer game, measured through attitude toward the game and the user's intention to play again. Results from a field study indicate that the three proposed perceptual antecedents explain over 60 per cent of variance in both attitude and intention to return. This research demonstrates that factors contributing to user perceptions of online games are important aspects of computer game development. Further research through experimental studies is also advocated. Read more...