Persuasiveness Against All Odds?

Using a quasi-experimental research design in combination with a pre-test and post-test design, this explorative study aimed to find the differences between the interactive medium persuasive game and the non-interactive medium video, with respect to the final feeling of persuasion of the media user. Playing games still has an unwarranted negative connotation, while at the same time studies claim that digital games become more popular among youngsters young adults. Previous studies found out that the persuasive power of digital games can be used in a positive way, as some studies found out that interactivity has a positive effect on persuasion, and can contribute to educational or behavioral outcomes. In addition, the interactivity can influence the process of identification with the main character, which could reinforce the feeling of persuasion. For this present study, in total 161 students of the fifth grade of pre-university education from the age 16 to 18 years old participated. One condition (N=87) had to play the persuasive game Against All Odds, the other condition (N=74) had to watch an edited recorded game play of the same game, which is considered as the video. Against All Odds is a game in which the player takes over the role of a refugee, and therefore represents a current pressing issue. The participants had to fill in a questionnaire before and after the media usage, of which the outcome measures were; Knowledge about refugees, perspective on learning, willingness to help, identification based on similarities, identification based on embodied presence, source credibility and feeling of persuasion. The results show that people felt more persuaded after playing the game, than after watching the video. Also, the identification process with respect to embodied presence was higher after playing the game than after watching the video. However, the identification process based on similarities was higher after watching the video. Moreover, the study showed that even though the participants felt persuaded, they did not seem to be persuaded, as the effects between pre-test and post-test, per condition based on knowledge, perspective on learning, and willingness to help in most cases decreased. Future research is needed to identify the causes of these interesting, but unexpected results. But following the results of this results, it can be concluded that the persuasive power must not yet be underestimated.