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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 38 | 2011



Share Proceeding

Featured papers

See More

Featured

Can Making Family Salient Improve Retirement Contributions? Evidence from Field Experiments in Mexico

Avni Shah, University of Toronto, Canada
Matthew Osborne, University of Toronto, Canada
Jaclyn Lefkowitz, IDEAS42
Andrew Fertig, IDEAS42
Dilip Soman, University of Toronto, Canada
Nina Mazar, Boston University, USA

Read More

Featured

B1. Dynamic Pricing in Stationary Retailing - The Role of Consumer's Trust

Maximilian Clemens Pohst, Heinrich-Heine-University
Caspar Krampe, Heinrich-Heine-University
Peter Kenning, Heinrich-Heine-University

Read More

Featured

Contagion and Product Physicality A Study of Consumer Response to Recycled-Content Products

Qizhou Wang, University of Connecticut, USA
David Norton, University of Connecticut, USA
Robin A. Coulter, University of Connecticut, USA
William T. Ross, Jr., University of Connecticut, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.