Being Controlled: Emotional Association

Cognitive science is a term that covers quite the broad range of disciplines. It ranges from philosophy to linguistics to neuroscience. It also--and perhaps most pertinently--includes artificial intelligence and psychology. AI, obviously, is needed in most video games to make them compelling, otherwise enemies would just stand there or walk in straight lines into walls and down wells. AI is what powers everything in a video game that doesn't involve predetermined equations (read: physics) or your direct input.