Does Entertainment Suffer From Interactivity? The Impact of Watching an Interactive TV Movie on Viewers' Experience of Entertainment
To investigate whether interactivity enhances entertainment in interdependence with individual factors, an experiment with a 3 × 2 between_subject design was conducted. 427 participants aged between 14 and 49 were randomly assigned to a 30_minute TV movie with three different interactivity levels and two different introductions that should diversify feelings of sympathy toward the protagonist. Dependent variables like empathy with the protagonist, suspense, and movie evaluation were measured after exposure, and some were measured during exposure. A number of personality scales were also presented at the beginning of each session. The results indicate that individuals with lesser cognitive capacity feel more entertained, that is, they feel more empathic toward the protagonist, feel more suspense, and evaluate the movie more positively when they watch it without any interactivity, in the traditional passive manner. For individuals with greater cognitive capacity, it is just the opposite: They can use interactivity to their advantage. An increase in their entertainment experience was observed as a direct consequence of their being able to influence the plot of the movie.