You’re Just Gonna Be Nice by A. Lange

In a study, over 1000 gamers were surveyed to see how the average player interacts with a game system that allows the player to choose a “good” or “evil” path through a game story. The finding was that the average gamer prefers to be good or heroic in such games. Gamers are most interested in exploring a character whose moral choices closely match to their own. However, those players that experience a game for the second time are then more likely to choose evil. —Journal of Games Criticism.