Gamer personalities
Mu Xiang, Steven Hu, with Fish Huang and Theresa LooEast China Normal University, InGameAd with MEC China
Gamers invariably choose an online role-playing personality similar to their own, which brands can use to find a match with their own brand personalities, as research from China shows.
The relationship between gamer personality, MMORPG (massively multi-player online role-playing game) archetype personality and brand personality can be conceptualised as a triad.
Our research found that 65% of the Chinese gamers surveyed chose a MMORPG archetype that reflected their own personality. Furthermore, in consumer behaviour...