How to capture the heart ? Reviewing 20 years of emotion measurement in advertising.

In the latest decades, emotions have become an important research topic in all behavioral sciences, and not the least in advertising. Yet, advertising literature on how to measure emotions is not straightforward. The major aim of this article is to give an update on the different methods used for measuring emotions in advertising and to discuss their validity and applicability. We further draw conclusions on the relation between emotions and traditional measures of advertising effectiveness. We finally formulate recommendations on the use of the different methods and make suggestions for future research.Research; Emotions; Science; Advertising; Effectiveness; Recommendations;

Changing roles, changing preferences? The dual impact of gender identity on preferences for sex specific advertising stimuli.

This paper investigates whether gender identity, or the extent to which an individual identifies with socially constructed sex roles, moderates the influence of sex on typically male and female ad preferences. We distinguish primary from secondary ad stimuli. Universally, men prefer young women and women prefer babies and children (= primary stimuli). On the other hand, cultural changes might affect sex specific preferences of, for example, leisure activities (= secondary stimuli). Results of our first study partly support this duality. However, gender identity did moderate women's preference of primary stimuli. Study 2 revealed that identification may explain this unexpected result.Advertising; Impact; Preference; Research; Roles; Studies;

The game transfer phenomena scale: an instrument for investigating the nonvolitional effects of video game playing

A variety of instruments have been developed to assess different dimensions of playing videogames and its effects on cognitions, affect, and behaviors. The present study examined the psychometric properties of the Game Transfer Phenomena Scale (GTPS) that assesses non-volitional phenomena experienced after playing videogames (i.e., altered perceptions, automatic mental processes, and involuntary behaviors). A total of 1,736 gamers participated in an online survey used as the basis for the analysis. Confirmatory factor analysis (CFA) was performed to confirm the factorial structure of the GTPS. The five-factor structure using the 20 indicators based on the analysis of gamers’ self-reports fitted the data well. Population cross-validity was also achieved and the positive associations between the session length and overall scores indicate the GTPS warranted criterion-related validity. Although the understanding of GTP is still in its infancy, the GTPS appears to be a valid and reliable instrument for assessing non-volitional gaming-related phenomena. The GTPS can be used for understanding the phenomenology of post-effects of playing videogames

Identification and categorization of digital game experiences : a qualitative study integrating theoretical insights and player perspectives

Digital game experience is not a one-dimensional concept. Great variety exists in game genres and players, and game experiences will differ accordingly. To date, game experience is studied in a differentiated way, meaning that most studies focus on one specific game experience dimension. The objective of our study was twofold. First, we wanted to obtain a comprehensive picture of first-hand experiences of playing digital games. We conducted six focus group interviews including different types of gamers with the aim of eliciting a wide array of lay-conceptualizations of game experience. Second, we aimed to develop a categorization of game experience dimensions. This was established by discussing and integrating theoretical and empirical findings. Our categorization revealed nine dimensions: enjoyment, flow, imaginative immersion, sensory immersion, suspense, competence, tension, control and social presence. This categorization has relevance for both game scholars and game developers wanting to get to the heart of digital game experience

Where everybody knows your game: the appeal and function of game cafes in Western Europe

Game cafés are popping up in cities across Western Europe and are rapidly becoming popular places in the tangible world of the gamer. Compared to studies focused on Asia, motivations and activities of Western European visitors of game cafés are relatively unclear and not discussed in academic literature. Since understanding these motivations would contribute to explanations of why and how people play games, focus groups and contextual inquiries were organized with visitors of Dutch game cafés. The findings indicate that- similar to Asia - Western European game cafés can be seen as third places, a home base separate from home and work or school. Moreover, this research identifies why a game café and a virtual game world can both be regarded as a third place

Why do we smile when dying virtually? : insights on player experience from physiological and self-report measures

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