Memory for the placed brands was lower in the HMD VR than in the stereoscopic 3D than in the 2D video game, whereas attitudes towards the brands were not affected. Results indicate that presence was higher in the HMD VR than in the stereoscopic 3D than in the 2D video game, but neither arousal nor attitude towards the video game differed. 237 players took part in the main study and played a jump’n’run game consisting of three levels. Brand placement related variables are attitude towards the placed brands and memory (recall and recognition) for the placed brands. The game related variables, which are analyzed, are presence, attitude towards the video game and arousal while playing the video game. In this research, we analyze how an identical video game that is either played in a 2D, stereoscopic 3D or Head-Mounted-Display (HMD) VR version is experienced by the players, and how brands that are placed in the video game are affected. ![]() ![]() Video game technology is changing from 2D to 3D and virtual reality (VR) graphics.
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