Worlds of Warcrafters

João Fleck, Universidade Federal do Rio Grande do Sul, Brazil
Carlos Rossi, Universidade Federal do Rio Grande do Sul, Brazil
Rodrigo Segabinazzi, Universidade Federal do Rio Grande do Sul, Brazil
Getúlio Reale, Diego Costa, Marco Martins, Universidade Federal do Rio Grande do Sul, Brazil; Universidade Federal do Rio Grande do Sul, Brazil; Universidade Federal do Rio Grande do Sul, Brazil
We aimed at understanding, through a videographic study, what caused the reputed online game, World of Warcraft, to become such a phenomenon of consumption. Our results indicate that the involvement of players results from the achievement of goals, through the manipulation of an avatar that cooperates with others to compete.
[ to cite ]:
João Fleck, Carlos Rossi, Rodrigo Segabinazzi, and Getúlio Reale, Diego Costa, Marco Martins (2011) ,"Worlds of Warcrafters", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.