Chances are, you’ve probably heard of Pavlov. He was not a psychologist; he was a physiologist and did research with dogs. He had a laboratory, and he measured how much a dog salivated before being fed and after the food was presented. While this was a pretty basic experiment, he forgot one variable: The door to his lab had a bell. Eventually, the dogs associated the bell with being fed. Imagine his surprise, coming into work one day and finding dogs salivating for no apparent reason. So what does this have to do with videogames? In many ways, games are set up to be rewarding and to engage the senses. Now throw in a recognizable developer and publisher. What happens? People get excited and anticipate the possibilities of what could happen in any number of scenarios. This is what I had in mind when writing my review of Super Mario Galaxy.