Consumer Behavior Case 2: Virtually Free!

1. Consumers, whether adults are children, have to learn how to play online games like
Tiny Zoo or Castleville. In this part of the book, learning is described as being either
intentional or unintentional. Explain your opinion on whether these games are
learned more by intentional or unintentional learning mechanisms. (Therese)

Both intentional and unintentional learning happens when someone tries to learn
how to play a video game. One can be intentional when they ask their friends and
family on how to play the game, when they research on how to play the game, when
they follow the games tutorial. The player can also search for tactics and strategies
online to advance them in the game.. However, unintentional learning is used more
in learning the game and bettering in playing the game. They can learn what are the
best tactics and strategies to use as they keep on playing the game and going
through different stages and activities. They can discover different tools, shortcuts
and settings as they use the game. Through unintentional learning is when they get
to experience the game and expand their knowledge about it. This helps them
become better players.

2. Brand loyalty is an important marketing concept. Define the concept of schema.

How important is the brand schema in consumer decisions to play these games? Do
you think consumers think of the company (Zynga), the game (Cityville), or the host
(Facebook) when playing the games?

Schema is a psychological concept that allows us to sort and store information into
different categories for easy reference in the future. Schemas produce people’s automatic
thoughts that cannot be altered by any vast amount of information. The brand schema is
important in consumer decisions to play these games because they may sort different
games according to how they feel about specific brands, and building certain associations
with other games from that same brand. This would therefore extend to any future
decisions to play any other Zynga games. I think consumers think of the Facebook itself
while playing games, as they go to Facebook to play those games specifically. I believe this
to be true because these Zynga games are played exclusively on Facebook. When I started
my facebook account when I was 10 years old, I solely used it for the games. Pet Society,
Tetris, Farmville and CityVille were the top games that my classmates loved so much. As a
usual consumer, the brand, Zynga, did not register in my mind. At this age, Facebook games
are slowly declining and it is best for Zynga to expand their games to the mobile level. The
schema would help Zynga reach back to their consumers because we think that nostalgia,
an automatic thought or feeling of a person, could play a big role for its success. However, it
can also be a downfall for these games if they do not upgrade their games because of the
higher level of competition.

3. All consumer behavior is motivated by something. What motivations underlie online

gaming and purchasing of online games? In the case of parents paying for virtual
goods used by their kids, what value is involved in consumption? (Gabe)

In 2007, more than 217 million users played games online. In the case, we are
shown that there is a rise in the current usage of online games, as these games are
developing growing constantly. With this growing demand, game developers such as Zynga
are motivated to constantly develop and innovate to satisfy their consumers desires. But
what are the forces that motivate and fuel these consumers to keep wanting more? There
are many different motivational factors behind the consumption decision in online gaming.
A study conducted found after statistical and qualitative research that there are 10
motivational components, and they were classified into three comprehensive motivational
categories. These categories were achievement (Advancement, competition, mechanics),
social (socializing, relationship, teamwork), and immersion (discovery, role playing,
customization, escapism). Furthermore, the results suggested that different categories are
not exclusive because more than one category can simultaneously characterize the players.
These dimensions represent the different benefits one can receive from these games. This
ranges from emotional satisfaction through advancement and competition to creating a
sense of emotional satisfaction through forming a community through the social aspects
that encourage teamwork, cooperation and forming friendships. These are intrinsic
benefits that keep consumers wanting more, and investing more. The study also spoke of a
flow state,​ which is a state of concentration or complete absorption with the activity and is
characterized by the feeling of engagement, fulfillment, and skill, during which the
temporal concerns, such as time, food, ego and self are typically ignored. This shows how
games that give these innate benefits or motivations create a state of complete absorption
because many users find that the gamers rated experiences of the virtual world is more
exciting than real experiences. Furthermore, one must take into account the satisfaction of
more general intrinsic motives, such as entertainment, fun, curiosity, exploration and
seeking the addictive fow state that increases a gamer’s commitment to the online game.
The case states that parents are willing to pay for their kids virtual goods, as they
are spending less on toys. With toys growing obsolete and mobile games being the new
learning games for children, parents are willing to invest more through this avenue as it is
more convenient and only a click away. It is clear that he value involved in this purchase is
one rooted in convenience.
 4. Do consumer attitudes play a role in online gaming? (Ophelia)

Of course they do. There are different characteristics of a consumer's point of view that
play a main role in making people play online games. One factor that affects consumer
attitude is brand loyalty. Generally, I think that when consumers/customers have had a
positive attitude or experience towards products or services they often promote and share
this with others. However, negative attitudes can also have a negative affect towards
products. Consumers with negative attitudes may inform friends not to deal with a product
or not to participate in online gaming. The role of the person giving the advice can also play
a major part.

Source:
Demetrovics, Z., Urbán, R., Nagygyörgy, K., Farkas, J., Zilahy, D., Mervó, B., . . . Harmath, E.
(2011, April 13). Why do you play? The development of the motives for online gaming
questionnaire (MOGQ). Retrieved from
https://link.springer.com/article/10.3758/s13428-011-0091-y