Story Immersion Research Articles

Telling more or less? The impact of blank-leaving narrative style on story immersion and brand attitude

PurposeBrand storytelling is an effective marketing tool. However, when choosing whether to tell more or tell less, it remains unclear which of these two narrative styles is most effective. This study aims to examine whether blank-leaving(less) leads to favourable brand attitudes and compares its effects on consumers’ story immersion, to non-blank-leaving(more).Design/methodology/approachTwo experiments were conducted to test the hypotheses. In Study 1, a single-factorial design was used with 252 participants assigned at random to one of two narrative conditions: blank-leaving or non-blank-leaving. Study 2 replicated Study 1 and investigated the moderating role of implicit mindsets.FindingsThe results show that a blank-leaving narrative style increases favourable brand attitudes. Consumers present deeper immersion in the brand story that uses blank-leaving, as compared to non-blank-leaving, leading to a more favourable brand attitude. Furthermore, this effect is stronger for individuals with growth mindsets.Practical implicationsTelling the brand story using a blank-leaving narrative style is more effective in catching consumers’ attention than non-blank-leaving. In particular, a blank-leaving narrative is a good approach for targeting consumers who have a growth mindset.Originality/valueTo the best of the authors’ knowledge, this research is the first to investigate and compare the effects of blank-leaving and non-blank-leaving narrative styles on brand attitudes in the context of storytelling marketing.

Development, usability, formative assessment, and story immersion of Nutrigame, a mHealth nutrition education app

The replacement of unprocessed and minimally processed foods with processed and ultra-processed ones can be a contributor to the increased prevalence of obesity amongst adults and adolescents. Mobile health (mHealth) innovations, such as mobile applications (apps), especially games, can be used to improve health behaviors and increase adolescent knowledge. The aim of this qualitative research was to describe the development, assessment, and story immersion of a mHealth nutrition education app developed to improve the food knowledge of adolescents. This study employed the stepwise approach model to the mHealth app development, according to the person-based approach and evidence-based behavior change techniques. The mHealth app was based on the concepts of the NOVA system food classification, present in the Brazilian dietary guidelines. The developed app, Nutrigame – your food guide, is a story-based serious game set in the food routine of an adolescent who needs to choose what to eat, when, where, and with whom the meals are taken. The first version of the app was tested by a group of adolescents (convenience sample, n=6, mean age: 15.8 ± 0.9 years) for 30 days. To assess usability, feasibility, engagement (user testing), and formative evaluation from the user's perspective, five individual interviews. After the last interview, the participants were required to complete a 13-item immersion scale, adapted from the narrative transportation scale to assess story immersion game. The final version of the game was adapted to meet the suggestions presented by the adolescents. All steps used for the app development are described. The gamification elements chosen led to the comprehension of the main learning contents. The mean story immersion score (30.3 ± 1.9) demonstrates the participant's involvement with the game's narrative. This study can provide useful insights to public health researchers and nutrition educators who are planning to develop a mHealth nutrition education app from a practical perspective.

Study of Immersion in Augmented Reality Through Analysis of Immersion Elements in Museums

With the advent of the information age, augmented reality technology can enhance the sense of reality in the virtual world and immerse people in the real and virtual world. People have always been interested in virtual space or augmented reality technology, especially in the face of historical development trends. Museums have always been open to the public, they are not just a collection, but also an exhibition for the public. Through analyzing different museums, it is found that museums with augmented reality technology exhibitions are non-profit museums for the purpose of emotional experience. In order to find out the immersion factors of virtual reality in museums, on the basis of previous research, this paper divides immersion in augmented reality into story immersion, five-sense experience immersion, and spatial interaction immersion. Through the analysis of different museums, it is found that immersion through five-sense experience is the most commonly used method when all display media are included. This method provides educational content for museum visitors and projects virtual presentations through monitors and portable IT devices, thereby increasing visitors’ viewing pleasure.

Evaluation of a Serious Video Game to Facilitate Conversations About Human Papillomavirus Vaccination for Preteens: Pilot Randomized Controlled Trial.

BackgroundIn the United States, the most common sexually transmitted infection, human papillomavirus (HPV), causes genital warts and is associated with an estimated 33,700 newly diagnosed cancer cases annually. HPV vaccination, especially for preteens aged 11 to 12 years, is effective in preventing the acquisition of HPV and HPV-associated cancers. However, as of 2018, completion of the 2- or 3-dose HPV vaccination series increased only from 48.6% to 51.1% in teens aged 13 to 17 years, and this increase was observed only in boys. By comparison, 88.7% of teens had more than one dose of the recommended vaccine against tetanus, diphtheria, and acellular pertussis (Tdap), and 85.1% of teens had more than one dose of meningococcal vaccine. Immunizations for Tdap, meningococcal disease, and HPV can occur at the same clinical visit but often do not.ObjectiveVaccination against HPV is recommended for routine use in those aged 11 to 12 years in the United States, yet it is underutilized. We aimed to develop an educational video game to engage preteens in the decision to vaccinate.MethodsLand of Secret Gardens is a metaphor for protecting seedlings (body) with a potion (vaccine). We screened 131 dyads of parents and preteens from 18 primary practices in North Carolina who had not initiated HPV vaccination. We measured vaccination intentions, story immersion, and game play and documented HPV vaccination rates. A total of 55 dyads were enrolled, and we randomly assigned 28 (21 completed) to play the game and 27 (26 completed) to the comparison group.ResultsIn total, 18 preteens reported playing the game. The vaccination self-efficacy score was higher in the comparison group than the intervention group (1.65 vs 1.45; P=.05). The overall mean decisional balance score trended toward greater support of vaccination, although differences between the groups were not significant.. Vaccine initiation and completion rates were higher in the intervention group (22% vs 15%; P=.31) than in the comparison group (9% vs 2%; P=.10), although the difference was not significant.ConclusionsVideo games help preteens in the decision to pursue HPV vaccination. A serious video game on HPV vaccination is acceptable to parents and preteens and can be played as intended. Gamification is effective in increasing preteen interest in HPV vaccination, as game features support decision making for HPV vaccination.Trial RegistrationClinicalTrials.gov NCT04627298; https://www.clinicaltrials.gov/ct2/show/NCT04627298

Story Immersion May Be Effective in Promoting Diet and Physical Activity in Chinese Children

ObjectiveTo evaluate the effect of playing a health video game embedded with story immersion, Escape from Diab (Diab), on children's diet and physical activity (PA) and to explore whether children immersed in Diab had greater positive outcomes. DesignTwo groups, nonrandomized; 3 outcome assessments: at baseline, immediately after the game (post 1), and 8–10 weeks after the game (post 2). ParticipantsA total of 179 Chinese children aged 8–12 years. InterventionThe treatment group played Diab; the control group received no intervention. Main Outcome MeasuresMotivation; self-efficacy; preference for fruit, vegetables, water, and PA; as well as PA behavior. AnalysisAdjusted changes to post 1 and post 2 by ANCOVA controlling for demographic and baseline variables. ResultsChildren who played Diab had increased intrinsic motivation for fruit and water, self-efficacy for PA, and self-reported PA scores at post 1 (all P < .05). Children with higher immersion scores (above the median) had increased intrinsic motivation for fruit and water, and autonomous and controlled motivation for PA at post 1 (all P < .05). However, these were not significant at post 2. Conclusions and ImplicationsDiab provides a promising innovative medium for promoting Chinese children's psychological correlates of diet and PA and PA behavior. However, its maintenance of effectiveness needs to be enhanced and mechanisms of change need to be investigated more thoroughly.

Taking Perspective: Personal Pronouns Affect Experiential Aspects of Literary Reading.

Personal pronouns have been shown to influence cognitive perspective taking during comprehension. Studies using single sentences found that 3rd person pronouns facilitate the construction of a mental model from an observer’s perspective, whereas 2nd person pronouns support an actor’s perspective. The direction of the effect for 1st person pronouns seems to depend on the situational context. In the present study, we investigated how personal pronouns influence discourse comprehension when people read fiction stories and if this has consequences for affective components like emotion during reading or appreciation of the story. We wanted to find out if personal pronouns affect immersion and arousal, as well as appreciation of fiction. In a natural reading paradigm, we measured electrodermal activity and story immersion, while participants read literary stories with 1st and 3rd person pronouns referring to the protagonist. In addition, participants rated and ranked the stories for appreciation. Our results show that stories with 1st person pronouns lead to higher immersion. Two factors—transportation into the story world and mental imagery during reading—in particular showed higher scores for 1st person as compared to 3rd person pronoun stories. In contrast, arousal as measured by electrodermal activity seemed tentatively higher for 3rd person pronoun stories. The two measures of appreciation were not affected by the pronoun manipulation. Our findings underscore the importance of perspective for language processing, and additionally show which aspects of the narrative experience are influenced by a change in perspective.

Story Immersion of Videogames for Youth Health Promotion: A Review of Literature

This article reviews research in the fields of psychology, literature, communication, human-computer interaction, public health, and consumer behavior on narrative and its potential relationships with videogames and story immersion. It also reviews a narrative's role in complementing behavioral change theories and the potential of story immersion for health promotion through videogames. Videogames have potential for health promotion and may be especially promising when attempting to reach youth. An understudied characteristic of videogames is that many contain a narrative, or story. Story immersion (transportation) is a mechanism through which a narrative influences players' cognition, affect, and, potentially, health behavior. Immersion promotes the suspension of disbelief and the reduction of counterarguments, enables the story experience as a personal experience, and creates the player's deep affection for narrative protagonists. Story immersion complements behavioral change theories, including the Theory of Planned Behavior, Social Cognitive Theory, and Self-Determination Theory. Systematic investigations are needed to realize the powerful potential of interactive narratives within theory-driven research.

Story Immersion in a Health Videogame for Childhood Obesity Prevention

Stories can serve as powerful tools for health interventions. Story immersion refers to the experience of being absorbed in a story. This is among the first studies to analyze story immersion's role in health videogames among children by addressing two main questions: Will children be more immersed when the main characters are similar to them? Do increased levels of immersion relate to more positive health outcomes? Eighty-seven 10-12-year-old African-American, Caucasian, and Hispanic children from Houston, TX, played a health videogame, "Escape from Diab" (Archimage, Houston, TX), featuring a protagonist with both African-American and Hispanic phenotypic features. Children's demographic information, immersion, and health outcomes (i.e., preference, motivation, and self-efficacy) were recorded and then correlated and analyzed. African-American and Hispanic participants reported higher immersion scores than Caucasian participants (P = 0.01). Story immersion correlated positively (P values < 0.03) with an increase in Fruit and Vegetable Preference (r = 0.27), Intrinsic Motivation for Water (r = 0.29), Vegetable Self-Efficacy (r = 0.24), and Physical Activity Self-Efficacy (r = 0.32). Ethnic similarity between videogame characters and players enhanced immersion and several health outcomes. Effectively embedding characters with similar phenotypic features to the target population in interactive health videogame narratives may be important when motivating children to adopt obesity prevention behaviors.