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    Fright, attention, and joy while killing zombies in Virtual Reality: A psychophysiological analysis of VR user experience

    Access Status
    Fulltext not available
    Authors
    Bender, Stuart
    Sung, Billy
    Date
    2021
    Type
    Journal Article
    
    Metadata
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    Citation
    Bender, S.M. and Sung, B. 2021. Fright, attention, and joy while killing zombies in Virtual Reality: A psychophysiological analysis of VR user experience. Psychology and Marketing. 38 (6): pp. 937-947.
    Source Title
    Psychology and Marketing
    DOI
    10.1002/mar.21444
    ISSN
    0742-6046
    Faculty
    Faculty of Humanities
    Faculty of Business and Law
    School
    School of Media, Creative Arts and Social Inquiry
    School of Management and Marketing
    URI
    http://hdl.handle.net/20.500.11937/88425
    Collection
    • Curtin Research Publications
    Abstract

    To date, research on the user experience of Virtual Reality (VR) games is sparse even though VR and immersive gaming experiences are emerging as a substantial consumer based within the videogame industry. Using facial electromyography and skin conductance response measurement, the current research presents the first psychophysiological evidence to show that: (1) VR games may heighten affective responses such as fear and arousal; (2) different levels of immersion in various gameplay modes may evoke higher affective responses; and (3) these heightened affective responses significantly correlate with users’ experience of enjoyment at the precise onset of the affective response. Due to the second-by-second nature of psychophysiological measurement, the study's findings also pinpoint a specific sequence (i.e., entrapment in a dark room) within the gameplay that significantly evoked nearly 2.5-times higher fear with arousal as well as enjoyment. These findings contribute to the ongoing study of VR in the fields of media psychology, media studies, human-computer interaction studies, and marketing by demonstrating the strong link between immersion, affective responses, and positive user experience toward a horror VR game and their marketing implications.

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