New Research Published: Robert Davis, Bodo Lang, (2013) "Does game self-congruity increase usage and purchase?", Young Consumers: Insight and Ideas for Responsible Marketers, Vol. 14 Iss: 1, pp.52 – 66
Robert Davis, Bodo Lang, (2013) “Does game self-congruity increase usage and purchase?”, Young Consumers: Insight and Ideas for Responsible Marketers, Vol. 14 Iss: 1, pp.52 – 66
See here for the link to the publisher and the abstract.
This research poses and further measures and explores the question about the effect of games on a consumer self image and concept. We find that self-congruity was positively related to game usage and purchase. This finding has important implications for marketing to young consumers.
About the Journal quoted from here: “Young Consumers offers ideas, insights and information on key issues across the whole youth market, from the initial stages of preparing for parenthood to kids, tweenies, teenagers and young people up to the age of 24. It offers a depth and breadth of knowledge and valuable data that is unobtainable elsewhere. It is the only publication embracing research by practitioners and academics that covers social issues involving children as young consumers.”
Thanks to Bodo Lang at the University of Auckland Business School Department of Marketing as co-author. Also, to Chyi-Main Ong and Josefino San Diego for their contribution.