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Videos

Games as an emotionally driven experience

Games are emotionally driven experiences. Immersion theory states that game elements such as narrative determine whether or not players commit emotionally to the game world. Conversely, flow theory focuses on game mechanics and how they bring players...

Catalogue: Congress 2014: What Inspires?
Authors: Danny Wang, Ruihong Tang
June 15, 2014
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Citation

Wang and Tang (2014a, June 15). Games as an emotionally driven experience . ANA - ESOMAR. Retrieved May 05, 2024, from


https://ana.esomar.org/documents/games-as-an-emotionally-driven-experience-


Videos

Standardising touchpoint analysis

Today, an increasing number of touch points compete for a fixed amount of consumer attention. Finding the right media mix is therefore crucial, all the more so in rapidly growing China. However, for many multinationals, the promise of Chinese riches...

Catalogue: Congress 2013: Think Big
Authors: Caroline Ji, Ruihong Tang
June 15, 2013
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Citation

Ji and Tang (2013a, June 15). Standardising touchpoint analysis. ANA - ESOMAR. Retrieved May 05, 2024, from


https://ana.esomar.org/documents/standardising-touchpoint-analysis