What Makes Videogame Experiences Fun?

Sayantani Mukherjee, California State University, Long Beach, USA
Loraine Lau-Gesk , University of California at Irvine, USA
Thomas Kramer, Baruch College, CUNY, USA
This research seeks to understand how consumers’ episodic memories of fun experienced during a recent consumption episode influence their global evaluations of the episode. Specifically, within the context of videogames, we examine how consumers construct global evaluations based on the specific moments of fun that they retrieve from a recent videogame play episode. Three field studies conducted in an arcade demonstrate that the final moments of a recent videogame episode are the most memorable and impacts global evaluations. Further, these moments are memorable not because they are merely accessible but also because they are meaningful. We identify repetition as a moderating condition under which end moments lose meaning. When players repeat a game, end moments are no longer predictive of global evaluations.
[ to cite ]:
Sayantani Mukherjee, Loraine Lau-Gesk , and Thomas Kramer (2010) ,"What Makes Videogame Experiences Fun?", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 161-165 .