Turn It Up to Eleven: A Study of Guitar Hero and RockBand: Why People Play Them and How Marketers Can Use This Information
Year: 2010
Type: article
Study design: Observational Study
Abstract: This thesis seeks to first understand why individuals play Guitar Hero and Rock Band. Several motivational factors are looked at including fantasy, self-esteem, self-efficacy, and the desire to play a real instrument. In addition to the motivation factors, the communication theories of uses and gratifications and deficient self-regulation are used to define the gamers who play Guitar Hero and Rock Band. Once the paper defines a theoretical framework, a survey is used to test the variables. The significant findings are then discussed and suggestions are made as to how these games can more effectively be used as marketing tools for guitar manufacturers and music companies.
Author: Timothy J. Hemingway
Institution: Brigham Young University
Language: English
Topic: Digital Games and Media
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W753794631