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The Effects of LCD Panel Type on Psychology of Video Game Players and Movie Viewers
Unformatted Document Text:  The Effects of LCD Panel Type on Psychology of Video Game Players and Movie Viewers Ki Joon Kim 1 ## email not listed ## S. Shyam Sundar 1, 2 ## email not listed ## 1 Department of Interaction Science SUNGKYUNKWAN UNIVERSITY Seoul, Korea 2 Media Effects Research Laboratory College of Communications PENNSYLVANIA STATE UNIVERSITY Paper presented in the Communication Technology Division at the 94th annual conference of the Association for Education in Journalism and Mass Communication, St. Louis, MO, August 10-13, 2011. As computer-based devices become the primary media via which users view movies and play interactive games, display technologies (e.g., LCD monitors) have focused increasingly on quality of video fidelity, with much debate surrounding the relative efficacy of different panel types of LCD monitors. A 3 (S-IPS panel vs. S-PVA panel vs. TN panel) x 2 (game vs. movie) between-subjects experiment was conducted to examine the effects of LCD panel type in facilitating regular viewing as well as enhanced interactive TV experiences. Data from the experiment showed that LCD panel and stimulus type as well as computer literacy were important factors affecting users’ viewing and interaction experiences. Limitations and implications for theory and ongoing research are discussed. hoosing an LCD monitor that best fits a user’s needs and preferences has become relatively difficult in recent years; a number of factors such as screen-size, brand reputation, price, and technical specifications (e.g., response rate, contrast ratio, and viewing angle) are offered as considerations when purchasing a monitor. Although screen-size has been perhaps the most dominant factor affecting consumer’s choice since the debut of LCD monitors, recent marketing emphasis on LCD panel types such as S-IPS, S-PVA, and TN has raised the question whether users should factor panel type into their decision-making. Different panel technologies are used in the production of LCD monitors, and manufacturers acknowledge that overall display quality that viewers experience is largely affected by the type of LCD panel to which they are exposed. In other words, LCD panel type is a key factor, according to manufacturers, that determines users’ interactive and immersive viewing experiences. Therefore, it should be considered as integral as screen-size and brand reputation. However, no empirical study has been conducted to examine the effects of LCD panel type on users’ viewing and interacting experiences. As a result, it is unclear whether a particular panel is more effective in providing greater satisfaction, presence, and enjoyment C

Authors: Kim, Ki Joon. and Sundar, S. Shyam.
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The Effects of LCD Panel Type on  
Psychology of Video Game Players and Movie Viewers  
Ki Joon Kim
S. Shyam Sundar
1, 2
Department of Interaction Science 
Seoul, Korea 
Media Effects Research Laboratory 
College of Communications 
Paper presented in the Communication Technology Division at the  
94th annual conference of the Association for Education in Journalism and Mass Communication,  
St. Louis, MO, August 10-13, 2011.
As  computer-based  devices  become  the  primary  media  via  which  users  view  movies  and  play  interactive  games, 
display technologies (e.g., LCD monitors) have focused increasingly on quality of video fidelity, with much debate 
surrounding the relative efficacy of different panel types of LCD monitors. A 3 (S-IPS panel vs. S-PVA panel vs. 
TN panel) x 2 (game vs. movie) between-subjects experiment was conducted to examine the effects of LCD panel 
type  in  facilitating  regular  viewing  as  well  as  enhanced  interactive  TV  experiences.  Data  from  the  experiment 
showed  that  LCD  panel  and  stimulus  type  as  well  as  computer  literacy  were  important  factors  affecting  users’ 
viewing and interaction experiences. Limitations and implications for theory and ongoing research are discussed. 
hoosing  an  LCD  monitor  that  best  fits  a 
user’s needs and preferences has become 
relatively  difficult  in  recent  years;  a 
number  of  factors  such  as  screen-size,  brand 
reputation,  price,  and  technical  specifications 
(e.g.,  response  rate,  contrast  ratio,  and  viewing 
angle)  are  offered  as  considerations  when 
purchasing a monitor. Although screen-size has 
been perhaps the most dominant factor affecting 
consumer’s  choice  since  the  debut  of  LCD 
monitors,  recent  marketing  emphasis  on  LCD 
panel  types  such  as  S-IPS,  S-PVA,  and  TN  has 
raised the question whether users should factor 
panel type into their decision-making. Different 
panel technologies are used in the production of 
LCD monitors, and manufacturers acknowledge 
that  overall  display  quality  that  viewers 
experience is largely affected by the type of LCD 
panel to which they are exposed. In other words, 
LCD  panel  type  is  a  key  factor,  according  to 
interactive  and  immersive  viewing  experiences. 
Therefore, it should be considered as integral as 
screen-size and brand reputation. 
However,  no  empirical  study  has  been 
conducted  to  examine  the  effects  of  LCD  panel 
type  on  users’  viewing  and  interacting 
experiences. As a result,  it is unclear whether a 
particular  panel  is  more  effective  in  providing 
greater  satisfaction,  presence,  and  enjoyment 

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