Using Serious Games for Antismoking Health Campaigns: Experimental Study
Jihyun Kim1, Hayeon Song2, Kelly Merrill3
1University of Central Florida, Orlando, FL, United States.
JMIR Serious Games
|December 2, 2020
Summary
Serious games combined with fear appeals significantly improved attitudes toward smoking and quitting intentions compared to print pamphlets. This research demonstrates serious games
Area of Science:
- Health Communication
- Game Studies
- Behavioral Science
Background:
- Serious games for health are increasingly popular but their effectiveness needs further investigation.
- The efficacy of persuasive strategies within serious games remains unclear.
Purpose of the Study:
- To test the effects of a serious game versus a print pamphlet on smoking-related outcomes.
- To determine if fear appeals enhance the persuasive impact of serious games.
Main Methods:
- Developed a serious game and a print brochure with comparable antismoking messages.
- Conducted a 2x2 between-subjects experiment with 72 smokers using a game vs. print and fear vs. no-fear design.
Main Results:
- Serious games showed greater impact on attitudes toward smoking and intention to quit than print pamphlets.
- Fear appeals significantly amplified the negative attitudes toward social smoking and increased intention to quit and susceptibility in the game condition.
Conclusions:
- Serious games can be effective vehicles for delivering fear appeals in health campaigns.
- This study provides empirical evidence for integrating fear appeals into serious game design for smoking cessation.
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