Real-World Persuasion From Virtual-World Campaigns

Abstract

With the general public spending increasing amounts of time in virtual gaming worlds, it is relevant to explore social influence dynamics that can occur in virtual reality settings. Three studies tested the hypothesis that transportation into a virtual game heightens susceptibility to influence from in-game health communications. Study 1 participants played a first-person shooter game that had either landscape paintings or graphic anti-DUI (drive under the influence of alcohol) messages embedded in the background of scenes. Results indicated that, to the extent gamers were transported into the virtual experiences in the game, willingness to DUI was reduced by the presence of anti-DUI graphic messages. Study 2 explored potential mechanisms driving this effect and revealed evidence that transportation disrupts counter-arguing among individuals who might otherwise resist real-world influence attempts. Study 3 replicated Studies 1 and 2 findings but also pointed to a potential “boomerang effect” that can occur when transportation is not achieved in a game. Discussion focused on the potential positive and negative consequences of embedding persuasive health communications into the background of virtual gaming worlds.

Tobacco Imagery in the 20 Best-Selling Video Games of 2018

“…39 Research drawing on narrative transportation theory suggests that when a player is immersed in a game, the game world is experienced as "real." [26][27][28]40 When players stop playing, they exit as they would real space, taking with them memories, emotions and the sense of having been in a place. 41 Thus, after spending time in a fictional environment where tobacco use is normalized, players, particularly those controlling smoking characters, some whose skills are enhanced by tobacco use, may be primed to take up smoking in real life.…”

The Players‘ Experience of Immersion in Persuasive Games

“…The relation between immersion in a game and persuasion has been studied by Burrows and Blanton [25]. They have used transportation theory, finding that transportation into a virtual game made players more susceptible to persuasion by means of an in-game health message.…”

“…Murray's (1997) [24] research of narrative structures in novels and films has been instrumental in this respect as she established that narratives with multiple contradictory alternatives required active participation of the audience resulting in them feeling to be part of the unfolding story. Research about digital entertainment games also showed that high immersion led to increased receptivity for the persuasive message [25]. There is, however, an important difference between entertainment games and persuasive games.…”

Tobacco Content in Video Games: Categorization of Tobacco Imagery and Gamer Recall

“…17 When young adults (mean age 19) were exposed to anti-DIU (driving while under the influence) messages in an first-person-shooter video game, they indicated they were less willing to engage in DUI than those not exposed. 18 In a meta-analysis, video game players who played games that depicted risky behavior had increased risk-taking inclinations, with video game playing demonstrating a stronger effect than more passive media like movies or television. 19 Knowing the type of tobacco content in video games is thus important for considering how to develop effective tobacco control strategies for this media type.…”