Cinematics
Animated introductions to games are a high cost
proposition, and are assumed to increase consumer
perception of the value of the game. But how much
do cinematics actually affect perception of game
value? Why should cinematic introductions affect
perception of value at all?
One explanation for why cinematics improve perception lies in arousal theory. Arousal theory argues that increasing an individual’s arousal level may lead
to exploratory behavior, increased curiosity, and a subjective experience of pleasure (Raju, 1980, Berlyne, 1960, Kubovoy, 1999). Research has also shown that increased arousal may lead to a positive bias in subjective evaluation - including the attractiveness (or value) of a person or object.
The excitation transfer theory states that the effect of an arousing event is residual, such that some arousing event may intensify a later event. This has been observed in the perception of attractiveness following a roller coaster ride, walking across bridges that seem dangerous (Meston & Frolich, 2003). It would follow, then, that the presentation of cinematics that increase arousal may have a residual, additive effect on later arousal levels - which, in turn, may bias subjective evaluation of a games worth.
Games, however, may confound such an approach. The experience of game play is similar - perhaps even more arousing - than viewing a cinematic. Given this, it is possible that game play itself increases arousal levels such that any initial benefit of cinematics is “washed out” over the course of game play. To evaluate the residual effect of cinematics on arousal levels and subjective evaluation of the game, we’re currently having participants play a real-time strategy game (Company of Heroes) after viewing the cinematic below:
We will be taking subjective measures of perception of value, as well as physiological measures of arousal in an effort to evaluate whether:
- User’s arousal level post-cinematic affects total game arousal
- Whether arousal level affects subjective evaluation of game value
- If there is an interaction between cinematics, arousal level, and subjective evaluation of game value.