Melanie De Vocht

Player identification in online games: validation of a scale for measuring identification in MMOGs

This article proposes a scale for measuring player identification in massively multiplayer online games (MMOGs). Three dimensions have been derived from the literature, avatar identification, group identification, and game identification, whereby avatar identification is a second-order factor consisting of similarity identification, wishful identification, and embodied presence. Based on the results of a cross-sectional survey of 544 World of Warcraft players, the measurement instruments proposed factorial structure was confirmed and the constructs were successfully tested for convergent validity. Subsequently, support for nomological validity was gathered by testing nine theoretically rooted hypotheses linking the identification constructs to motivations for playing MMOGs. The results show that avatar identification is positively associated with roleplay, customization, and escapism; group identification with socializing and relationship; and game identification with escapism, discovery, advancement, and mechanics. These findings indicate that the Player Identification Scale provides a reliable measure of identification in online games ready to be used and further validated in subsequent research.

Player identification in online games: validation of a scale for measuring identification in MMORPGs

In this paper, we present a Player Identification (PI) scale for measuring identification in MMORPGs. Three main dimensions were derived from the literature (1) Avatar (character) Identification, (2) Group (guild) Identification and (3) Game (community) Identification whereby Avatar Identification is a second-order factor consisting of (1a) Perceived Similarity, (1b) Wishful Identification and (1c) Embodied Presence. Based on the results of a cross-sectional survey of 544 World of Warcraft players the measurement instruments proposed factorial structure was confirmed. Subsequently, the constructs were successfully tested both for convergent and discriminant validity. Finally, evidence for nomological validity was gathered by testing ten theoretically rooted hypotheses regarding the effects of Player Identification. The results showed that Avatar Identification positively predicts Empathy, Proteus effect and the motivations role-play, customization and escapism. Group Identification predicts socializing and relationship, and Game Identification predicts advancement, mechanics and escapism.

Won’t we scare them? The impact of communicating uncontrollable risks on the public’s perception

Authorities often refrain from communicating risks out of fear to arouse negative feelings amongst the public and to create negative reactions in terms of the public’s behavior. This study examines the impact of communicating risks on the public’s feelings and behavioral intentions regarding an uncontrollable risk related to fresh produce. In addition, the impact of risk communication is compared between a situation in which the risk either does or does not develop into a crisis, by means of a 2 (risk communication vs. no risk communication) × 2 (crisis communication vs. no crisis communication) between-subjects factorial design. The results show that communicating risks has a positive impact on the behavioral intention to keep on eating fresh produce compared to when no risk communication was provided, as it reduces negative feelings amongst the public. In addition, the findings illustrate that when a risk develops into an actual crisis, prior risk communication can result in greater trust in the government and reduce perceived government responsibility for the crisis when the crisis hits. Based on these findings, it can be suggested that risk communication is an effective tool for authorities in preparing the public for potential crises. The findings indicate that communicating risks does not raise negative reactions amongst the public, on the contrary, and that it results in more positive perceptions of the authorities.

Affective and cognitive reactions towards emerging food safety risks in Europe

Climate change and globalization may impact the microbiological food safety on fresh produce that is eaten raw. Hence, food risk communication to inform consumers needs to be carried out. The present study investigates affective and cognitive reactions of individuals towards a risk message with regard to the emerging food safety risks, using the risk-as-feelings theory and the affect heuristic as a theoretical basis. This research elaborates on whether these reactions towards a risk message vary across some European countries (i.e. Norway, Spain, Serbia and Belgium). The results show that compared to affective reactions, cognitive reactions have a higher predictive influence on behavioural intentions (i.e. the intention to alert loved ones, rinse fresh produce better, think about how to avert the risk and seek information). Both affective and cognitive reactions, as well as their predictive impact, differ significantly amongst the countries. Trust in the government, subjective knowledge about the topic and behavioural intentions differ as well per country. Based on these varying results of the impacts of affective and cognitive reactions on behavioural intentions that were observed in different countries, it is recommended that risk communication strategies be adapted on a national rather than on a European level.