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dc.contributor.authorBender, Stuart
dc.contributor.authorSung, Billy
dc.date.accessioned2022-05-08T11:34:33Z
dc.date.available2022-05-08T11:34:33Z
dc.date.issued2021
dc.identifier.citationBender, 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.
dc.identifier.urihttp://hdl.handle.net/20.500.11937/88425
dc.identifier.doi10.1002/mar.21444
dc.description.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.

dc.languageEnglish
dc.publisherWILEY
dc.subjectSocial Sciences
dc.subjectBusiness
dc.subjectPsychology, Applied
dc.subjectBusiness & Economics
dc.subjectPsychology
dc.subjectesthetics
dc.subjectexcitement
dc.subjectfear
dc.subjectimmersion
dc.subjectpsychophysiological methods
dc.subjectVirtual Reality
dc.subjectENVIRONMENTS
dc.subjectEXPOSURE
dc.subjectANXIETY
dc.subjectSTRESS
dc.subjectRESPONSES
dc.subjectEMOTION
dc.subjectTRAUMA
dc.subjectFILMS
dc.subjectPTSD
dc.subjectFEAR
dc.titleFright, attention, and joy while killing zombies in Virtual Reality: A psychophysiological analysis of VR user experience
dc.typeJournal Article
dcterms.source.volume38
dcterms.source.number6
dcterms.source.startPage937
dcterms.source.endPage947
dcterms.source.issn0742-6046
dcterms.source.titlePsychology and Marketing
dc.date.updated2022-05-08T11:34:32Z
curtin.departmentSchool of Media, Creative Arts and Social Inquiry
curtin.departmentSchool of Management and Marketing
curtin.accessStatusFulltext not available
curtin.facultyFaculty of Humanities
curtin.facultyFaculty of Business and Law
curtin.contributor.orcidSung, Billy [0000-0003-0028-6574]
curtin.contributor.orcidBender, Stuart [0000-0002-3429-1964]
dcterms.source.eissn1520-6793
curtin.contributor.scopusauthoridSung, Billy [55597980000]
curtin.contributor.scopusauthoridBender, Stuart [57193687678]


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