Psychological drivers of interaction

Robinson, J.A., Rask, A., Bellman, S., Haddad, H. and Varan, D. (2009) Psychological drivers of interaction. Murdoch University. Audience Research Labs, Murdoch University, Murdoch, W.A.

Abstract

Explores how viewer personality traits and individual characteristics are associated with interaction with video content. Viewer interactive behavior, as measured in lab, was correlated against over 20 psychological and individual scales (e.g sensation seeking, locus of control, etc.) to identify personality factors associated with interaction.