The majority of research on media counter‐stereotyping of race/ethnicity has tended to employ positive portrayals or counter‐stereotypical exemplars as a primary strategy in eliciting positive attitudes among White participants. In contrast, this article reports the results of an experiment on the unique role of affective responses to media messages as a mechanism in inducing greater feelings of connectedness with a diversity of racial/ethnic groups. Our focus is on the affective response of elevation specifically, which refers to feelings of being moved, touched, and inspired by images of people engaged in morally beautiful acts such as love, generosity, and kindness. Results show that the experience of elevation in response to inspiring videos was associated with heightened feelings of overlap between the self and humanity, with this overlap associated with greater feelings of connectedness with those from a diversity of racial/ethnic groups. This connection was also associated with more favorable attitudes.

Emerging perspectives in media psychology have begun to focus on enjoyment and appreciation as unique reactions to entertaining media fare. Past work has found that game elements such as gameplay mechanics and game narrative are significantly associated with both feelings – with play mechanics more aligned with enjoyment and narrative more aligned with appreciation. The current study looks to extend this work by establishing associations between elements of character attachment (CA) and both entertainment outcomes. Data from an online survey of gamers randomly assigned to consider enjoyable or meaningful gaming experiences found that an increased recollection of control over one’s in-game avatar was positively associated with enjoyment (not appreciation), and that an increased identification with and sense of responsibility for one’s character were both independently and positively associated with appreciation (not enjoyment).

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation. AbstractPurpose -Successful marketing communication campaigns require a thorough assessment of the public's current perceptions and attitudes toward the topic of the campaign. Such insights are most likely attained if a range of research methods are employed. However, in the area of pro-environmental campaigns, there has been an over-reliance on quantitative surveys. To illustrate the benefits of complementary, qualitative approaches, this paper reports a qualitative investigation of perceptions of climate change among young South Koreans. Design/methodology/approach -The study employed a variant of the Zaltman Metaphor Elicitation Technique (ZMET), a hybrid protocol which combines photo elicitation with metaphor analysis of subsequent in-depth individual interviews. Unlike survey research, ZMET uncovers the emotional, interpretive and sensory mental structures which, along with factual knowledge, make up the public mindset about climate change. Findings -The analysis revealed a multifaceted mental model of climate change, whereby factual, interpretive and emotional knowledge is organized around themes of loss, human greed, affective distress and iconic representations of tragic endings. The causal dynamics of climate change are construed along a continuum of psychological distance, with antecedents placed in proximity and effects assigned to distant temporal, geographical and psychological spaces. Practical implications -Four message strategies for climate change mitigation campaigns are identified based on the findings.Originality/value -The study makes a methodological argument for supplementing survey research with image-based qualitative investigations in the formative stages of pro-environmental campaigns. More specifically, the article demonstrates the applicability of ZMET to social marketing communication. Apart from the methodological implications, this appears to be the first in-depth qualitative investigation of public perceptions of climate change in East Asia, a populous and fast developing region which has become a major contributor to the world's carbon emissions, and an important player in the global effort toward mitigation.

Although scholars of video game enjoyment propose that games are meant to present a reasonable and appropriate challenge to players, not enough research has tested the effects of difficulty on enjoyment or the psychological mechanisms driving this relationship. In an experimental study involving college students (N = 121) playing a casual online tower defense game, we tested the relationship between difficulty and enjoyment and the possible mediating roles played by competency, as specified by self-determination theory, and challenge-skill balance, as specified by flow theory. Path analysis suggested that feelings of competency contribute to enjoyment by helping players obtain a balance between challenge and skill, and that competency is enhanced when players are assigned an easier game mode. This paper then addresses implications for theory, game design, and laboratory studies.

No abstract