Video Game Consumer

Purchasing Decisions: Video Games

Brittany McCastle

Psy/322 Consumer Psychology and Research

May 18, 2015

Purchasing Decisions: Video Games

Grand Theft Auto, Mortal Kombat, Destiny, and Madden are all titles of popular video

games that, from experience, are exciting to play. This excitement may seem strange or out of

place since I am a female in my mid twenties but I love to play video games, especially with my

boyfriend. Playing video games allows for me to spend time with my boyfriend as we both

engage in an activity that we enjoy. Therefore, playing and purchasing a video game can be

linked to social aspects and factors for a consumer. Psychological factors, (e.g. conscious

emotions and unconscious loyalty) are also considered to be an influential factor for video game

purchases. External factors such as cultural setting, economic class, and/or technological

advancement may also influence a consumer’s purchase of the product. When gamers go out and

buy a new video game, whether we realize it or not, social, psychological, and external factors

lead to a purchasing decision.

Influential factors

Social

Social factors tend to be the greatest aspect of video game purchases. People are always

looking for the new “must have” game that everyone is talking about. However, in order for a

game to be a “must have” item, the value of the game is determined by the word of mouth

excitement, satisfaction, and acceptance expressed by gamers in gaming live feeds, blogs, video

game streams, or private gaming messaging groups. For instance, there are 32 people that play in

my Madden online league. We have been gaming together for about a year and trust each other’s

interpretation of new game satisfaction. We discuss and determine the next game everyone

should go out and buy so that we all can play together. Another social factor that can influence a

purchasing decision is family. For instance, video games give my boyfriend and I an opportunity

to...