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Keywords: Self‐congruity
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Journal Articles
Does game self‐congruity increase usage and purchase?
Available to Purchase
Young Consumers: Insight and Ideas for Responsible Marketers (2013) 14 (1): 52–66.
Published: 08 March 2013
...Robert Davis; Bodo Lang Purpose The aim of this paper is to measure the empirical relationship between self‐congruity and game usage and purchase. This is important because it highlights that games affect self concept and the symbolic value that can be obtained from the game. It is aimed...
