De La Hera, Teresa

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THE PERSUASIVE ROLES OF DIGITAL GAMES:A THEORETICAL MODELTHE PURPOSESASSUMPTIONSAim of the Game Persuasive Role of the GameLevel of InvolvementI reflected on how Player/Context/Game variables may afect the type of game that needs to be designed. THE MODELLow-involvement(Higher need frommotivation)High-Involvement(Lower need frommotivation)Shape Atitude(No prior knowledge,no resistance)Change Atitude(Prior Knowledge,Resistance)Reinforce Atitude(Prior Knowledge,No resistance)GAME ASTOOLCalculations andMeasurements thatMotivateGAME ASTOOLLeadingthrough aprocessGAME ASTOOLBehavioreasier to doGAME AS SOCIAL ACTORPositive feedbackGAME AS SOCIALACTORSocial SupportGAME ASMEDIA MemorableExperienceGAME ASMEDIA ANDSOCIAL ACTORReharse/ModelBehaviorGAME AS MEDIAMeaningful ExperienceCause-EfectPapers, PleaseSnowworldAmerica’s ArmySuperBetterWi FitCogmedMemory TrainingAflac Duck(Armstrong, 2010; De la Hera, 2014)ReferencesArmstrong, S. J. (2010). Persuasive Advertising. New York: Palgrave MacMilanDe la Hera Conde-Pumpido, T. (In Press). The Persuasive Roles of Digital Games: The case of cancer games. Media and Communication. 6(2)De la Hera Conde-Pumpido, T. (2014). Persuasive structures in advergames: Conveying advertising messages through digital games . Utrecht: Utrecht University.Fogg, B. J. (2003). Persuasive technology using computersto change what we think and do. San Francisco, CA: Elsevier.Stif, J., & Mongeau, P. A. (2003). Persuasive Communication. New York: The Guilford Press.(De la Hera, 2014; Stif and Mongeau, 2003) (Fogg, 2003; De la Hera, 2018)- The model was designed to explain the diferent ways in which digital games can be used to influence the atitude of players.- This model has been designed from a broad understanding of the concept of persuasive games, based on a Persuasive Technology approach. Therefore, I try to take into consideration not only the role of games as media for persuasion, but also as tools and social actors for persuasion. - This model tries to pay special atention to the role of players and the context in which games are played in the process of persuasion. For this reason, I try to relate Player and Context characteristics to specific Game solutions.  Related to Personal Relevance, Need for Cognition and Motivation: High Involvement: players with a higher level of involvement with the topic of the game might be more open to go through and reflect on arguments.Low Involvement: players with a lowerlevel of involvement might require from a more engaging and motivating game experience.We should consider three diferent types of persuasive goals depending on the prior knowledge of the player on the topic of the game, his/her need for cognition and his/her resistance to the message that the game tries to convey. Games that aim to Shape an Atitude:    No prior knowledge, no resistance.Games that aim to Reinforce an Atitude:    Prior knowledge, no resistanceGames that aim to Change an Atitude:    Prior knowledge, resistanceGames as Media for Persuasion: convey messages - Meaningful Experiences (Explore Cause-Efect) - Memorable Experiences (Motivate) - Rehearse a BehaviorGames as Tools for Persuasion: increases capability- Target Behavior Easier to Do - Leading People Through a Process - Calculations or Measurements that MotivateGames as Social Actors: creates relationship- Rewarding People with Positive Feedback- Modeling a Target Behavior or Atitude- Providing Social Support Teresa de la Hera Conde-Pumpido, PhDErasmus University Roterdam

The Persuasive Roles of Digital Games. A Theoretical Model [Poster]

https://pure.eur.nl/files/48659599/poster_ICA_A4.pdf

The Persuasive Roles of Digital Games. A Theoretical Model [Poster]

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