Brand Memory, Attitude, and State Aggression in Violent Games: Focused on the Roles of Arousal, Negative Affect, and Spatial Presence

@article{Jeong2015BrandMA,
  title={Brand Memory, Attitude, and State Aggression in Violent Games: Focused on the Roles of Arousal, Negative Affect, and Spatial Presence},
  author={Eui Jun Jeong and Hye Rim Lee and Jung Hyun Woo},
  journal={2015 48th Hawaii International Conference on System Sciences},
  year={2015},
  pages={3538-3547}
}
Violent games have increasingly gained their market share in recent video game markets. They have attracted much attention due to their potential effects on users in advertising and aggression. However, little research has investigated such effects considering both user aggression and persuasion mechanism in virtual space. Based on the general aggression model and the presence theory, the current study examines the effects of realistic violence cues (blood and screams) and trait aggression on… 
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