Hypertext fiction as stimulus – A new experimental approach to studying identification and recent findings

Identification has remained an area of limited empirical investigation across disciplines, despite widespread interest in identities, roles and self–representation. This paper reviews the main strands of earlier work, noting that research has often focused on either lived identities or group membership, with comparatively little attention to how people identify with fictional characters. Building on this gap, the paper introduces a recent experimental approach that employs hypertext fiction story-games as controlled stimulus material. This method makes it possible to measure participants’ self-reported identification with a protagonist under different conditions, while keeping the research environment naturalistic through online delivery. Key design considerations are discussed, including the use of original characters, controlled agency, and ecological validity. The paper then provides an integrated summary of findings from a series of studies that have used this method, demonstrating that identification varies as a function of narrative agency, character attributes, morality, winning or losing, and player characteristics such as severe depression or anxiety. Practical implications for game design and creative practice are outlined, together with the relevance of these findings to understanding identity processes. The paper concludes by proposing directions for future research to further develop this experimental methodology and deepen the theoretical understanding of identification with fictional characters.