Show simple item record

dc.contributor.advisorTsutsui, William
dc.contributor.advisorLemieux, James
dc.contributor.authorCook, Geoffrey Michael
dc.date.accessioned2009-06-18T21:00:34Z
dc.date.available2009-06-18T21:00:34Z
dc.date.issued2009-01-01
dc.date.submitted2009
dc.identifier.otherhttp://dissertations.umi.com/ku:10238
dc.identifier.urihttp://hdl.handle.net/1808/5263
dc.description.abstractVideo 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.
dc.format.extent78 pages
dc.language.isoEN
dc.publisherUniversity of Kansas
dc.rightsThis item is protected by copyright and unless otherwise specified the copyright of this thesis/dissertation is held by the author.
dc.subjectBusiness administration
dc.subjectMarketing
dc.subjectBehavioral psychology
dc.subjectPersonality psychology
dc.subjectControl
dc.subjectCulture
dc.subjectDesire for control
dc.subjectJapan
dc.subjectUncertainty avoidance
dc.subjectVideo games
dc.titleMethods to Market Mario: An Analysis of American and Japanese Preference for Control in Video Games
dc.typeThesis
dc.contributor.cmtememberChilds, Margaret
dc.thesis.degreeDisciplineEast Asian Languages & Cultures
dc.thesis.degreeLevelM.A.
kusw.oastatusna
kusw.oapolicyThis item does not meet KU Open Access policy criteria.
kusw.bibid6857535
dc.rights.accessrightsopenAccess


Files in this item

Thumbnail

This item appears in the following Collection(s)

Show simple item record