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    Methods to Market Mario: An Analysis of American and Japanese Preference for Control in Video Games

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    Cook_ku_0099M_10238_DATA_1.pdf (1.876Mb)
    Issue Date
    2009-01-01
    Author
    Cook, Geoffrey Michael
    Publisher
    University of Kansas
    Format
    78 pages
    Type
    Thesis
    Degree Level
    M.A.
    Discipline
    East Asian Languages & Cultures
    Rights
    This item is protected by copyright and unless otherwise specified the copyright of this thesis/dissertation is held by the author.
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    Abstract
    Video game developers and journalists on both sides of the Pacific agree that the preferences of Japanese and American video gamers are quite different. Their consensus is that Americans prefer a relatively higher level of control in most aspects of their video games, compared to the Japanese. This difference is largely attributed to differences in culture. This study compares American and Japanese on three factors: 1) their desire to control aspects of a video game, 2) their tendency to avoid ambiguous or uncertain situations in their everyday lives, and 3) their desire to have control over their everyday lives. The results show that Americans desire a relatively higher level of control in their everyday lives, but prefer a relatively lower level of control in their video games compared to their Japanese counterparts. This difference is most pronounced in low-usage video gamers and becomes weaker as users play games more frequently.
    URI
    http://hdl.handle.net/1808/5263
    Collections
    • East Asian Languages & Cultures Dissertations and Theses [34]
    • Theses [3906]

    Items in KU ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.


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    785-864-8983
    KU Libraries
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    785-864-8983

    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
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    Contact KU ScholarWorks
    785-864-8983
    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
    785-864-8983

    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
    Image Credits
     

     

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