More recently, research companies have started to use psychological tests, such as the Stroop effect, to measure the emotional impact of copy.
The Brain Age: Train Your Brain in Minutes a Day! software program, produced by Ryūta Kawashima for the Nintendo DS portable video game system, contains an automated Stroop Test administrator module, translated into game form.
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The effect is named after John Ridley Stroop, who published the effect in English in 1935 in an article entitled "Studies of interference in serial verbal reactions" that includes three different experiments.
In designing new minigames for Wii Fit Plus, Miyamoto desired to create activities that played upon the Stroop effect, requiring coordination of both the player's mind and body; minigames in which the player uses both the Wii Remote and the Wii Balance Board at the same time became a major focus.
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