Game Attitude Research Articles

Embrace or resist? Drivers of artificial intelligence writing software adoption in academic and non-academic contexts

This research investigates the perspectives of using artificial intelligence writing software (AIWS) in professional contexts, focusing on academic and non-academic writers. These two groups, while standing to gain increased productivity through the adoption of AIWS, also express concerns regarding the widespread implementation of this technology. Notably, artificial intelligence (AI) writing tech’s impact on content creation has been profound, with its swift grammatically accurate content generation. This adoption, however, remains controversial. The study employs a quantitative approach, combining technology acceptance model and new computer game attitude scale. This approach allows us to discern implications of using AI-powered writing tools while accounting for possible differences in different domains of use. Through a survey of 219 participants, spanning academia and business, the study explores attitudes and willingness to use AIWS. Findings yield insights into non-academic writers’ readiness and implications of AIWS adoption. Business, non-academic professionals view AIWS as a tool for efficiency and content quality, while writers in academic contexts express concerns about biases, manipulation, and job displacement. The study contributes to AIWS understanding, benefiting developers, educational institutions, and content creators, and elucidates differing attitudes and age dynamics between academics and professionals. The research underscores the multifaceted influence of AIWS, providing a foundation for future exploration in this emerging domain, as well as practical applications for industries and educational institutions.

Attitude Takeover Control of Failed Spacecraft via Leader–Followers Adaptive Cooperative Game

In this paper, the problem of microsatellites-based adaptive cooperative game attitude takeover control for a failed spacecraft is investigated. Specifically, a manned microsatellite (leader) and a team of autonomous microsatellites (followers) are ordered to cooperate to complete the attitude control task in an optimal way, in which the control strategy and the cost function (or intent) of the leader are unknown to the followers. Based on the differential game (DG) theory, the microsatellites-based attitude takeover control problem is formulated as a cooperative DG, in which each microsatellite has the individual cost function. A key problem is that the followers must infer the leader’s intent first, that is, retrieve the weighting matrix of the cost function of the leader. To achieve this, a composite adaptive law is introduced for each follower to estimate the feedback gain matrix of the leader by using system state data and the cost functions of other followers; based on this, the leader’s intent is inferred online by minimizing a residual error. Then, the cooperative game control law of each follower is designed by itself, and the Pareto equilibrium of the DG system is achieved. Finally, the effectiveness of the proposed leader–followers adaptive cooperative game control method is verified by a simulation study.

Playing with fruit: An experimental study to test the effectiveness of an online memory advergame to promote children's fruit consumption

ObjectiveLiterature on food marketing targeting young people reveals that in the last years, sophisticated marketing techniques have been developed to market predominantly unhealthy food products. Much research has been conducted to test the impact of these techniques on subsequent product selection and intake. Less is known about the effects of promoting healthier foods, although the health-related benefits of eating more fruit and vegetables for children are important. The main aim of the present experiment was to examine if an online advergame promoting a fruit brand with food products increased subsequent fruit intake by children. MethodsWe used a randomized between-subject design with 123 children (age: 7–13 years) who played an advergame that promoted fruit (n = 43), non-food products (n = 40), or were in the control condition (n = 40). Subsequently, we measured the free intake of fruit as main outcome. ResultsPlaying the advergame promoting fruit did not stimulate the subsequent intake of fruit. Children in the advergame with fruit ate similar amounts of fruit than children in the control condition. No moderation effects of BMI, hunger, sex and game attitude were found. In addition, Bayesian analyses have been conducted that support the null hypothesis. DiscussionPrevious research has shown that marketing of unhealthy products via advergames affects subsequent intake of the promoted product, but the same effect is not found for healthier foods. We suggest that future research should examine if longer exposure or different forms of novel food marketing are effective in increasing the intake of healthier foods. Until now, it is unclear if advergames as a marketing technique for healthy foods have the same effectiveness on the intake of healthier food products.

Mechanism and Effect of Shantytown Reconstruction under Balanced and Full Development: A Case Study of Nanjing, China

Shantytown is a type of urban residential space with a long history in populated areas; it is a negative and stark space with a gradual decline in function and poverty. It is also a concentrated reflection of an unbalanced and inadequate development of the urban social space, which restricts the development of a high-quality and sustainable social economy. Taking shantytown reconstruction in Nanjing as an example, based on the information of 434 shantytown plots dating from 2008 to 2020, it combines the two typical cases of state-owned land: Xijie and collective land—Nanhe, and the questionnaire data regarding the removal and resettlement of residents, the driving mechanism and the effect of social space reconstruction of shantytown. Reconstruction is mainly discussed based on the overall understanding of the space–time characteristics of shantytown reconstruction in Nanjing. It is found that the top-down policy which transfer from the central government to the local government, the value orientation of urban growth alliance in pursuit of asset appreciation, and the interest demands and game attitude of shantytown residents from the bottom up are all important forces to promote shantytown reconstruction. Shantytown reconstruction plays a key role in improving the housing conditions of residents; it fully taps on the potential land value, thus enhancing the urban function and quality. However, the gentrification reconstruction of the original shantytown space, and the centralized resettlement of the poor groups in the urban fringes, have led to an unbalanced development of the new urban social space, with an insufficient guarantee for the removal and resettlement groups. In view of the social space problems caused by the poor people living in the outer suburbs, this paper puts forward some recommendations on policy optimization and plan adjustment of shantytown reconstruction.

The Investigation of Game and Physical Activities Lesson Attitude and Teacher Self-Efficacy Beliefs of Class Teachers and Physical Education Teachers

The Investigation of Game and Physical Activities Lesson Attitude and Teacher Self-Efficacy Beliefs of Class Teachers and Physical Education Teachers

DO SOCIAL AND COMPETITIVE ADVERGAMES AFFECT BRAND ATTITUDE IN ASIA?

The aim of this paper is to examine the advertising effectiveness between mobile competitive advergames and social advergames. A laboratory experiment was adopted to evaluate the advertising effectiveness of two types of mobile advergame. Under randomly assigned experimental conditions, 152 people were assigned to competitive advergames which emphasizes on the efficiency of user to complete the task, and 143 people were assigned to social advergames which emphasizes the user's task is repetitive, and even communicates with other users and collaborates to finish a goal. The results indicated that mobile competitive and social advergames exert distinct effects on advertising effectiveness. Specifically, competitive advergames enhance game attitude, whereas social advergames promote brand recall. The results also indicated that both competitive and social advergames are highly effective tools for enhancing brand attitude. The results assist in filling research gaps regarding the effect of mobile advergame type on advertising effectiveness. To cite this document: Yu-Ping Chiu, DO SOCIAL AND COMPETITIVE ADVERGAMES AFFECT BRAND ATTITUDE IN ASIA? , International Journal of Electronic Commerce Studies, Vol.10, No.1, pp.23-41, 2019. Permanent link to this document: http://dx.doi.org/10.7903/ijecs.1722

The effect of a memory-game with images of vegetables on children's vegetable intake: An experimental study

ObjectiveCurrently, children consume too much energy-dense snack food and not enough fruits and vegetables, thereby increasing their risk of developing chronic diseases. The aim of the present experiment was to examine if priming children with images of diverse vegetables by means of a memory game increased subsequent vegetable intake. MethodsWe conducted a randomized between-subject design with 100 children (age: 7–12 y) who played a memory-game, containing images of either vegetables (n = 47) or non-food items (n = 53). Free intake of vegetables served during the experiment session was measured. The children reported their gender, age and hunger upon arrival, and their height and weight were measured at the end of the experiment. ResultsPlaying the memory-game containing vegetables did not stimulate vegetable intake. Children in the vegetable memory-game condition ate similar amounts of vegetables than children in the control condition. No moderation effects of BMI, baseline hunger, gender and game attitude were found. DiscussionUnlike previous experiments in children observing increase in unhealthy food consumption subsequent to its promotion, we found no effect on immediate vegetable intake of priming children with images of vegetables. Additional research is needed to address the difficulty to enhance vegetable intake in children.

What Leads to Player’s Enjoyment and Achievement in a Mobile Learning Game?

This study investigated students’ perceptions of competence and enjoyment of a mobile game within the context of mobile game-based learning. The proposed model showed that perceived competence and game attitude were the main predictors of enjoyment, while no direct relationship was found between perceived competence and gaming achievement. The model simultaneously considered other factors such as prior game experience and intensity of use, and final analysis revealed that these two variables were directly related. Another important finding was the strong impact of prior game experience on perceived competence. Results are interpreted with reference to implications for possible means of improving learning outcomes when using mobile learning games in the academic context.

모바일 소셜 네트워크 게임 이용 동기가 게임태도와 지속적 이용의도 및 추천의도에 미치는 영향

모바일 소셜 네트워크 게임 이용 동기가 게임태도와 지속적 이용의도 및 추천의도에 미치는 영향

Exploring how individual traits influence enjoyment in a mobile learning game

This study investigated individual traits as predictors of game enjoyment by including learning style, intrinsic motivation, collaboration skills, and computer game attitude as key parts of a model that also included achievement. Results of correlation and regression analyses revealed that intrinsic motivation was the only variable to predict game enjoyment. This supports the conceptualization of enjoyment as need satisfaction of intrinsic needs. Enjoyment was also found to be positively correlated with achievement. Other significant relations emerged, particularly how a player's attitude toward games predicted intrinsic motivation. The present study examined children's enjoyment experiences in the mobile version of the Minecraft game. It also highlights the complexity of game enjoyment as it relates to mobile learning games.

Children and advergames: the role of product involvement, prior brand attitude, persuasion knowledge and game attitude in purchase intentions and changing attitudes

The central aim of this study is to build upon previous research by investigating the role of product involvement, prior brand attitude, persuasion knowledge and game attitude in the brand attitude changes and purchase intentions of children after playing an advergame. In all, 279 respondents between the ages of 10 and 12 years participated in the study. First, they were asked to complete a pre-test survey addressing product involvement and prior brand attitude towards several products and brands. Two weeks later, the respondents were asked to play an advergame and complete a survey addressing brand attitude, purchase intention, persuasion knowledge and attitude towards the game. Our analysis reveals that a positive attitude change is more likely when the game player has already evaluated the brand positively. Furthermore, game attitude is positively related to attitude changes towards the advertised brands, consistent with affect transfer theory. Counterintuitively, a higher level of persuasion knowledge is associated with a higher intention to buy the advertised product. Finally, children who had a more positive attitude towards the game were more likely to report higher purchase intentions, indicating that games which provide good experiences positively influence behavioural intentions. We conclude the paper by discussing the study's limitations and suggestions for future research.

The Mediational Role of Relational Psychological Contract in Belief in a Zero-Sum Game and Work Input Attitude Dependency

Abstract The purpose of this study was to investigate the mediational role of relational psychological contract in social beliefs and work input attitude dependency. We analyzed data taken from employees (N = 258) in four different organizations operating in the Pomeranian market. A mediation analysis showed a strongly mediating role of psychological contract in the negative relationship between perception of life as a zero-sum game (BZSG) and work input. The motivational effect of the relational psychological contract, that is the role of job security, interesting work, a career in the company, opportunities for promotion and other HRM practices prevail over the significance of personal beliefs, especially when these are negative. If the company lacks the appropriate HRM systems then day-to-day social exchanges can be crucial in modifying the social beliefs of the employee.

Impact of the policy game In2action on insight and attitude towards intersectoral policy processes in real life policy making: questionnaire results from game participants in three EU country cases

Background To explore whether the policy game In2Action changes insight and attitude towards inter sectoral policy processes, such as the organization network, collaboration, and use of knowledge in real life health enhancing physical activity (HEPA) policy making in three European countries. Methods The Netherlands (NL), Denmark (DK) and Romania (RO), have carried out a policy game in a real life …

Impact of policy game on insight and attitude to inter sectoral policy processes - EU country cases

Background A policy game is a structured simulated role-play dealing with highly complex decision-making in real life network settings. Its impact on health enhancing physical activity (HEPA) policy making is unexplored. We aim to explore if an internationally developed and pilot tested policy game change insight and attitude towards inter sectoral policy processes, such as the organization network, collaboration, and use of knowledge in HEPA …

Disclosing the persuasive nature of advergames: moderation effects of mood on brand responses via persuasion knowledge

The aim of this study was to investigate whether the effects of advergame disclosures were moderated by gamers’ moods. More specifically, we tested whether the effects of disclosures on brand recall, game attitude, and brand attitude via activated persuasion knowledge were different for people in positive moods than in negative moods. An experiment (n = 127) showed a moderated mediation effect: advergame disclosures activated persuasion knowledge, which resulted in higher brand recall, but also in more negative game and brand attitudes. This mediated effect was only significant for people in positive moods: a disclosure raised awareness of the advergame's persuasive nature, which subsequently led to more critical processing. People in negative moods already processed the advergame in a critical manner. These findings have important implications for theory, legislation, and the advertising practice.

The Validity and Reliability of the Turkish Version of the New Computer Game Attitude Scale for Adolescents

The aim of this research is to examine the validity and reliability of the Turkish version of the New Computer Game Attitude Scale (Liu, Lee, & Chen, 2013). Participants were 312 high school students (183 were female and 129 were male) from Bolu Province. The results of confirmatory factor analysis indicated that the three-dimensional model was well fit (x2= 562.98, df= 198, RMSEA=.077, NFI=.90, CFI=.94, IFI=.94, RFI=.88, GFI=.86, and SRMR=.050. The internal consistency coefficients of three subscales were .89, .84, and .90, respectively. Overall findings demonstrated that this scale had high validity and reliability scores and that it may be used as a valid and reliable instrument in order to assess self-knowledge levels of individuals.

Who Is the Loser When I Lose the Game? Does Losing an Advergame Have a Negative Impact on the Perception of the Brand?

Many computer games are based on the principle of competition, making the outcome of the game, namely, the prospect of victory and the threat of defeat, a key element. A lab experiment was conducted to study the effects of a game's outcome on the player's mood, brand attitude, and game attitude as well as the experience of flow (N = 95; between-subject design: game lost versus game won versus no induction of the game outcome). The results show that although winners are not in a better mood after the game, they rate the game as better and assess the brands advertised more positively than before they played the game. They have an increased likelihood of experiencing flow, whereas no significant effects of losing the game could be detected due to the total mediation of the flow experience in the case of the losing condition.

Effects of Prominence, Involvement, and Persuasion Knowledge on Children's Cognitive and Affective Responses to Advergames

Abstract The integrated and highly involving nature of advergames has led to criticism and concern among academics and caretakers. It is assumed that children are highly susceptible to persuasion via advergames, but empirical evidence is scarce. Therefore, this study examined the effects of three factors typically associated with advergames: brand prominence, game involvement, and (limited) persuasion knowledge on cognitive and affective responses. An experiment among 7 to 12 year old children (N = 105) showed that brand prominence and game involvement influenced children's responses, while persuasion knowledge did not. Brand prominence led to increased brand recall and recognition, whereas game involvement led to more positive brand attitudes. The effect of game involvement was mediated by game attitude, indicating that children are susceptible to affective mechanisms induced by the game. Crucially, our results demonstrate that brand prominence evokes cognitive responses, while game involvement leads to affective responses. Finally, our study revealed that persuasion knowledge (i.e. knowledge of the commercial source of the game and its persuasive intent) did not influence cognitive or affective responses to the brand or game. This implies that even if children understand the game's commercial and persuasive nature, they do not use this knowledge as a defense against the advergame's effects. This study has important theoretical and practical implications regarding the influence of new marketing techniques on children.

The development of video game attitude scale

The development of video game attitude scale

Communicating brands playfully

An online experiment was conducted to study the effects of brand placements in computer games on brand attitude as well as game attitude (N = 521; between subject design: familiar vs unfamiliar brands vs no brand). Results show that particularly unfamiliar brands can achieve a better attitude, while the attitude towards the familiar brand worsens as a result of ad placements. In any case, the game will suffer as a result of the integration of advertising: attitude towards the game worsens as a result of ad placement. However, these effects were not moderated by ad scepticism. In terms of the process of attitude formation, attitude towards the game has a direct impact on attitude towards the advertised brand.