Worlds of Warcrafters

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.


João Fleck, Carlos Rossi, and Rodrigo Segabinazzi (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.


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


NA - Advances in Consumer Research Volume 38 | 2011

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