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What motivations underline gaming and purchasing of online games? In the case of parents paying for virtual goods used by their kids, what values is involved in the consumption?
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If he, she does not know Zynga, the choice would then be made according to the quality of the game after it has been tried for in the trial version or there are a high number of positive reviews available. But for this, it is necessary that the consumer is loyal to Zynga brand. Therefore, I think that Zynga is what would come to the mind of a consumer when making a choice to play a game. In my opinion, when a consumer is opting for a game, the first thing that comes to his/her mind is what company developed the game or which brand does it belong to. Consumers have made up a special place in their mind for online games by specific brand like Zynga. In playing online games, I believe that brand schemas are really important.
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This implies that the marketing strategies of a brand devise a full strategy to get the customers involved and make them believe in the brand quality by offering information that would catch the attention of consumers. “ A brand’s schema is the hierarchical network of associations to the brand “ The strategy of the brand schema is defined as (Kent & Allen, 1994): They put the highest trust in their brand and buy whatever the brand presents to them at whatever price. Loyal customers of a brand perceive the products of a brand to be o high quality compared to others (Delgado& Luis Munuera, 2001). 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? Brand loyalty is an important marketing concept.The actual point that I want to make is the gamer is intentionally learning the game when he/she is utilizing different tactics. The gamer has to actively plan and make decisions based on the situation that he/she faces during the game. The online game is made up of many stages that require the working memory functioning. We might argue that some part of the games are learned unintentionally which is true but then we have to look at the whole scenario. The people who play chose to play online games and they have to go through a process of trial and error to actually learn these game.
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Unintentional learning happens all around in homes, offices or anywhere where there are humans performing some actions (Werquin, 2016).Ĭoming to the topic of learning how to play online games, I would say that they are more intentional than unintentional. Where did he learn that? This is observational learning that has occurred unintentionally. Your son is 3 years old and when he comes home, he sits in his toy car and has suddenly learned how to steer the car. You take your son with you when you drive around. Take the example of learning to drive again. That is you are learning but you might not know it. Unintentional learning is when you are learning but you don’t plan to learn. for example when you hire a driving instructor, learning driving would be intentional as you will try to learn the theory and then remember the main point and apply these points when you are actually driving the car. Intentional learning is when you want to learn something knowing that you are learning it.
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Learning can be done both intentionally and unintentionally. Explain your opinion on whether these games are learned more by intentional or unintentional learning mechanisms. In this part of the book, learning is described as being either intentional or unintentional.