Co-Creating Fun: Insights From Young Adults' Engagement With Video Games

In this research, we examine the practices through which consumers negotiate fun experiences within the context of young adults’ engagement with video games. We use a combination of projective techniques and semi-structured interviews for collecting data. Based on a grounded theory analysis of our empirical data, we identify three strategies: dynamic goal-setting, limited mastery and building intertextual linkages that consumers deploy to construct fun. These strategies highlight the dual importance of marketer generated and consumer-centric resources in the construction of fun.


Sayantani Mukherjee and Alladi Venkatesh (2008) ,"Co-Creating Fun: Insights From Young Adults' Engagement With Video Games", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 44-48.


Sayantani Mukherjee, California State University, Long Beach
Alladi Venkatesh, University of California, Irvine


NA - Advances in Consumer Research Volume 35 | 2008

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