Knowledge@SMU

Authors

Knowledge@SMU

Publication Type

Journal Article

Publication Date

9-2010

Abstract

Games have a way of engaging people in ways that advertisements simply cannot. Many a date, birthday or meeting have been forgotten and disregarded, thanks to the likes of Warcraft and StarCraft – 'sticky' programmes that have caused people to betray their better judgements. Beyond computer gaming, however, consumers have been known to choose a coffee shop, supermarket or airline for reasons that also defy what's rational: to collect stamps, amass points and accumulate 'miles'; all of which have nothing to do with drinking coffee, buying groceries or getting from point A to B. Yet, people play along willingly, in the hopes that they will, someday, 'win'.

Disciplines

Business | Marketing

Copyright Owner and Holder

Copyright © Singapore Management University 2012

Article ID

1311

Subject(s)

Marketing

Included in

Marketing Commons

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