Is All Fair in War-Themed Video Games? Promotional Premiums and Achievement-Based Hierarchies

Martin A. Pyle, Ryerson University, Canada
Ethan Pancer, Saint Mary's University, Canada
Laurence Ashworth, Queens University, Canada
This research explores the fairness implications of promotional campaigns that offer participants rewards to improve their status in achievement-based hierarchies. The catalyst for this examination is a recent Pepsico promotion that offered experience points redeemable in popular video games to help those who purchase to rise in the game’s rankings.
[ to cite ]:
Martin A. Pyle, Ethan Pancer, and Laurence Ashworth (2014) ,"Is All Fair in War-Themed Video Games? Promotional Premiums and Achievement-Based Hierarchies", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 806-806.