Influence of interactivity on emotions and enjoyment during consumption of audiovisual fictions

The effect of interactivity, content and type of instructions on emotions and enjoyment in audiovisual fictions was observed in order to obtain data on interactive entertainment 310 university students were randomly assigned to one of six experimental situations, combining: modality of consumption (interactive or non-interactive), content (happy or sad ending) and type of instructions (operative or affective). Then, all subjects were asked about the emotions, enjoyment and gratification they experienced while watching the film. Main results show the existence of differences in some emotions depending on the modality of film perception. The interactive modality produces higher levels of interest, surprise and guilt compared to the conventional modality. Besides, the analysis shows that interactivity, in itself, does not affect enjoyment. These and other findings are discussed in relation to media entertainment. Copyright © 2011 Inderscience Enterprises Ltd.