Chris Burrows is a post-doctoral fellow in the Department of Communication. His research focuses on ways to harness mechanisms of video game influence to produce desirable responses rather than undesired responses. He has used theory on “narrative transportation” and the processing of fiction to argue that immersion into virtual games reduces the self-relevance of information encountered in a gaming environment, such that messages that might be resisted in the real world might exert influence on individuals if they are encountered in a virtual world. This theory was explored in his PhD thesis in which he created a first-person shooter game with anti-DUI posters placed on walls and other surfaces in the background. Whereas such messages might typically be ignored or resisted, instead they influenced the attitudes and intentions of gamers who reported high levels of transportation into the game. He continues to pursue research on this model at Texas A&M, utilizing a wider range of video games to influence a wider range of health behaviors.