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Research papers

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: Tang Ruihong, Danny Wang
September 10, 2014
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Citation

Ruihong and Wang (2014a, September 10). Games as an emotionally driven experience . ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/games-as-an-emotionally-driven-experience--8338


Research papers

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: Tang Ruihong, Caroline Ji
September 26, 2013
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Citation

Ruihong and Ji (2013a, September 26). Standardising touchpoint analysis. ANA - ESOMAR. Retrieved April 28, 2024, from


https://ana.esomar.org/documents/standardising-touchpoint-analysis-8077