A Theoretical Model for the Study of Persuasive Communication through Digital Games

T. de la Hera Conde-Pumpido

Research output: Chapter in Book/Report/Conference proceedingChapterAcademicpeer-review


In this chapter, the author presents a theoretical model for the study of how persuasive messages can be conveyed through digital games. The objective of developing this new theoretical model is to make visible how persuasiveness can be structured within digital games and to help identify specific aspects of persuasive games that might not be obvious to the naked eye, by giving them order and intelligibility. This model may facilitate the study and implementation of persuasive strategies within advergames from a new and specific perspective. In the first part of the chapter, the author justifies the reasons why the author has chosen to work with a theoretical model. In the second part, the author describes the three characteristics that define these theoretical models and present the new theoretical model as well as a visual representation of it.
Original languageEnglish
Title of host publicationEngaging Consumers through Branded Entertainment and Convergent Media
EditorsJosé Martí Parreño, Clara Ruiz Mafe, Lisa Scribner
Place of PublicationHershey, PA
PublisherIGI Global
Number of pages15
ISBN (Print)9781466683426
Publication statusPublished - 2015


  • persuasive games
  • persuasive communication
  • game studies
  • Serious games


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