While previous studies showed that persuasive games can have positive effects on attitudes and behavioral intentions, little is known about the underlying processes that cause these effects. This study investigates immersion and involvement in order to provide a better understanding of the effects of persuasive games. We conducted an experiment with 152 college students in which participants either played a persuasive game or watched the playback of the game. Our results showed that affective and ludic involvement and immersion mediated the relationship between interactivity (gameplay vs. playback) and persuasive outcomes (attitude and behavioral intention).
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