
© Paul FletcherThe rival team's logo in a cycling video game has been found to be off-putting to players days later.
Whether it's World of Warcraft, Guitar Hero or Mario Kart, lessons learned in video games may transcend computers, PlayStations and Wiis. New research suggests that virtual worlds sway real-life choices.
Volunteers who played a simple cycling game learned to favour one team's jersey and avoid another's. Days later, most subjects subconsciously avoided the same jersey in a real-world test.
As video games become more immersive and realistic, all involved ought to realise the potential, says Paul Fletcher, a neuroscientist at Cambridge University, UK, who led the study
"I don't think this is evidence that video games are bad," says Fletcher, a former gamer. "We just need to be aware that associations formed within the game transfer to the real world - for good or bad."
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