Too good to care: The effect of skill on hostility and aggression following violent video game play

Prioritizing marketing research in virtual reality: development of an immersion/fantasy typology

“…For training, games can be used to set and promote goal achievement (Ahn et al, 2016), and prevention goals can be more helpful for those who are more interdependent (Jin, 2010a). Game training and/or prior video game experience can enhance the effectiveness of simulations in task performance and behavioral change (Sturz et al, 2009) because skill increases flow (Matthews, 2015). Likewise, interactivity improves immersion and flow when the game theme is congruent with the advergame brand (e.g., skateboarding brand and skateboarding-themed games; Vashisht and Chauhan, 2017).…”

“…• Arousal can reduce flow (Kim et al, 2014) • Scenarios/scenes must be realistic and expected (Meijer et al, 2009) • Use large displays (Tan et al, 2013) • More detail is required to create realism (Wallet et al, 2011) • Gaze is not a good variable because of the game lags (Bates et al, 2010) • Less realistic social patterns vs. real world (Grinberg et al, 2014) • Lack of avatar-identification can decrease enjoyment and motivation (Przybylski et al, 2012) • May dislike brand presence in games (Molesworth, 2006) • Skilled players may experience lower emotional responses (Matthews, 2015) • Much unknown about this quadrant…”

How Does Interactivity in a Video Game Render People Susceptible? A Mediating Role of Concrete-level Action Identity in Immersive Media

“…Thus, one may suspect that the findings of the interactivity effect would be valid only for people without prior experience in video-game contents. In line with this suspicion, recent studies showed that the more experienced people are with a video game, the likelier they are to develop abstract identities from their video game experience (Ewell et al, 2018;Matthews, 2015). This finding is in line with the action identification theory (Vallacher & Wegner, 2012), which posits that abstract identities often are utilized to construe actions people can perform fluently.…”

“…While media-effect studies employing the mental representation approach mainly relied on accessibility (Roskos-Ewoldsen, Roskos-Ewoldsen, & Carpentier, 2009), not many studies have focused on the concreteness of the mental representation. Some recent studies examined the concreteness of mental representation in the video game context, but their investigations focused on the role of individuals' prior game experiences (Ewell, Hamilton, & Guadagno, 2018;Matthews, 2015). In contrast, our current study attempts to utilize the construct of concreteness in investigating the interactivity effect on persuasion.…”

Stakeholder Strategy and Design Alignment Framework for Design Science Research – A Study in the Context of VR-Aided Marketing and Sales

“…According to a recent literature review [39], research on VR in marketing use covers topics such as store interior analyses [17,24,45] with a focus on customer experiences and responses, new product development [47], service configurations and decision analytics by the help of gaze tracking [42,72], interactions between companies or brand and customers, improving customer experiences by using experiential marketing [60], application feature analysis including avatars, and communication and social media research that is mostly focused on exploring future perspectives associated with social media platforms [32]. Central for the VR use is the flow [18,40] which attributes to increased intention to purchase [2]. However, according to another recent literature review by Cowan and Ketron [12] on VR in marketing use, there is a lack of marketing research as many of the existing papers are only qualitative or self-focused.…”