Publication details [#62204]

Blanton, Hart and Christopher N. Burrows. 2016. Real-World Persuasion From Virtual-World Campaigns. How Transportation Into Virtual Worlds Moderates In-Game Influence. Communication Research 43 (4) : 542–570.
Publication type
Article in journal
Publication language
Place, Publisher
SAGE Publications


This study centers on the possibly positive and negative results of inserting potent health communications -like graphic anti-DUI (drive under the influence of alcohol) messages- into the background of virtual gaming worlds. Outcomes indicate that, to the degree gamers are transported into the virtual experiences in the game, desire to DUI is lessened, as transportation unhinges counter-arguing amid individuals who might otherwise oppose real-world influence efforts. But they also point to a potential “boomerang effect”, that may emerge when transportation is not fulfilled in a game.