"Several theoretical perspectives explain how exposure to computer games, especially violent games, can lead to imitative behavior. It is clear why these theories of TV violence might easily be applied in a gaming environment. Perhaps the most comprehensive theory to date is the general aggression model (GAM), which comprehensively integrates central elements from several earlier aggression theories. Included in the model are elements of social cognitive theory (Bandura, 1994), which focuses on the audience member's attention to the modeled behavior, retention of that behavior, ability to imitate, and motivation to imitate the behavior. Furthermore, social cognitive theory concentrates on the model, noting that admired and rewarded models are more likely to be imitated. As such, the theory focuses on both the contextual cues (e.g., whether violence is rewarded) and the cognitive structures that lead to imitation. Script theory (Huesmann, 1986) is also integrated into the general aggression model. Script theory focuses on learned and activated scripts, arguing that we might learn to respond to situations in particular ways based on situations that have been repeatedly modeled for us. Therefore, in a new situation (e.g., a conflict), we might draw on scripts observed in the media, such as those containing violence. Also included in the general aggression model is cognitive-neoassociative priming theory (Berkowitz, 1993; Berkowitz & Heimer, 1989), which draws largely on network models of memory. Given that memory is organized through a network, ideas can prime or active related thoughts. Berkowitz argued that exposure to media violence, especially over long periods of time, could serve to create a rich, intricate memory network of hostility and violence for heavy viewers. The result, according to priming theory, is that exposure to media violence could then readily activate hostility and aggressive thoughts. In addition to cognitive-neoassociative priming theory, Green's affective aggression model (1990 explains that increased in aggression after exposure to media violence could result in hostility and negative affect. Furthermore, Zillmann's (1983) excitation transfer model focuses on the mechanism of physiological arousal as the cause of increases in aggression after exposure to violence."