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<p>This study investigates the emotional experience mechanisms in cross-cultural gaming through a mixed-methods analysis of 62,205 player reviews of <i>Genshin Impact</i> in the U.S. market. Grounded in dual processing model and embodied cognition, this study advances an “Embodied Dual Processing Model”. The findings reveal a dynamic interplay between hedonism (System 1) and identity (System 2), wherein sensory elements directly elicit hedonism, while contextual immersion gradually transforms these immediate pleasures into sustained identity experiences through repeated exposure and personal meaning-making processes. Crucially, the analysis reveals that explicit racial representation, when implemented without substantive qualitative integration into gameplay mechanics and narrative structures, results in decreased positive sentiment, thereby exposing the limitations of tokenistic inclusion strategies. These findings make significant theoretical contributions. Firstly, it extends dual process models to incorporate embodied environmental interactions in virtual spaces. Secondly, it quantifies the transformation from affective to cognitive processing in gaming contexts. Thirdly, it establishes boundary conditions for effective cross-cultural representation. Practically, the study provides evidence-based design principles for achieving meaningful cultural integration, emphasizing the necessity of balancing visual diversity with deep mechanical and narrative embedding to facilitate authentic player identification and engagement. These results enrich dual processing model and identity-based motivation theory to virtual environments while offering practical insights for cultural representation strategies.</p>

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From hedonism to identity: what codes are present in game reviews?

  • 期刊论文

  • 发表日期：

    2025年10月14日

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  • Joanna Nian Chang,
  • Shiyu Tang

摘要

This study investigates the emotional experience mechanisms in cross-cultural gaming through a mixed-methods analysis of 62,205 player reviews of Genshin Impact in the U.S. market. Grounded in dual processing model and embodied cognition, this study advances an “Embodied Dual Processing Model”. The findings reveal a dynamic interplay between hedonism (System 1) and identity (System 2), wherein sensory elements directly elicit hedonism, while contextual immersion gradually transforms these immediate pleasures into sustained identity experiences through repeated exposure and personal meaning-making processes. Crucially, the analysis reveals that explicit racial representation, when implemented without substantive qualitative integration into gameplay mechanics and narrative structures, results in decreased positive sentiment, thereby exposing the limitations of tokenistic inclusion strategies. These findings make significant theoretical contributions. Firstly, it extends dual process models to incorporate embodied environmental interactions in virtual spaces. Secondly, it quantifies the transformation from affective to cognitive processing in gaming contexts. Thirdly, it establishes boundary conditions for effective cross-cultural representation. Practically, the study provides evidence-based design principles for achieving meaningful cultural integration, emphasizing the necessity of balancing visual diversity with deep mechanical and narrative embedding to facilitate authentic player identification and engagement. These results enrich dual processing model and identity-based motivation theory to virtual environments while offering practical insights for cultural representation strategies.