Expectancy Theory in the World of Warcraft Gaming Community

Summary

The following analysis is a deep look into consumer behavior and the theories supporting audience research decision-making.

Expectancy Theory and Consumer Behavior

Expectancy theory is a cognitive concept that closely relates to more recent research in consumer behavior. This theory unravels consumers’ expectations and the motivational direction accompanying those goals (Solomon, 2020).

As mentioned in the expectancy theory journal, “One of the assumptions of the expectancy theory is that people make decisions among alternative plans of behavior based on their perceptions of the degree to which a given behavior will lead to desired outcomes. There is a subtle link between expectancy, effort, productivity, and reward. A person will exert a high effort if they believe there is a reasonable probability that the effort will lead to attaining an organizational goal. The attainment of the organizational goal will become an instrument through which that person will attain their personal goals” (Mathibe, 2008).

The research regarding expectancy theory in the workplace correlates with the reward responses of the participants in the online identity study. Participants in the online identity interview admitted that they have a lot of pride in their achievements and that it contributes to their interest in the WoW platform. The expectancy theory researchers utilized a 4-point Linkert Scale questionnaire system. In the questionnaire results, data concluded that managers should focus on their company’s vision, values, and mission to establish confidence and for staff to feel committed to the organizational goals. Though this example focuses on a workplace environment, the goal to work with others and establish a clear mission is a mutual sentiment in both environments. Based on both participants’ responses, self-concept qualities such as positivity, i.e. (self-esteem), stability, and accuracy are significant for their identity when they partake in a video game or go to work.

Hedonic consumption refers to the multisensory, fantasy, and emotional aspects of consumers’ interactions with products (Solomon, 2020). These needs are subjective and experiential. Hedonic value is what consumers look for because it’s simply more enjoyable. The evolution of gaming has changed tremendously since online identity research was first published. As their income rises, people prefer experiences to possessions (Solomon, 2020).

These futuristic experiences keep people interested in video games and similar technologies. Since gaming has transitioned to virtual reality — many patients have had successful medical treatments with the implementation of virtual reality (VR) therapy. As mentioned in a testimonial, “One early clinical application of VR was for the treatment of acrophobia. Gradual exposure to virtual environments with footbridges, balconies, and a glass elevator was used, and a railing was placed around the user in the real world for them to hold on to. The intervention was reported as effective. Over the last 20 years, VR clinical applications have expanded to address other phobias and anxiety disorders. The most common approaches in this field have been to model virtual environments after existing exposure therapies using graduated exposure to a VR version of the object or situation that causes distress and the use of VR cognitive behavioral therapies. For PTSD, virtual environments have been used to simulate complex traumatic scenarios under control to treat war survivors. Similarly, VR has been used in the treatment of body image and eating disorders. These approaches leverage education, visual feedback, and simulations of critical situations to improve body self-perception” (Garrett, Bernie et al., 2018).

The hedonic nature of gaming, notably WoW, marks a time in gaming history that has helped create pathways for profound ideas that continue to meet consumer needs. Due to growing demand and consumer interest, the gaming industry is responsible for much of the world’s progress and will contribute positively.

In the World of Warcraft (WoW) platform, many internal conflicts arise in many situations. The approach-avoidance theory is evident in various scenarios. For instance, when a player donates their own food or weaponry to another user who needs it more, they need to decide whether it’s a wise decision and run the risk of needing those materials in the future. Generally, users want to avoid this kind of risk. This experience is called approach-avoidance because an established guild user will likely make risky choices for their team members and assist them when needed.

The Self: Direct Observation and Interviews

“Direct observation is used by both mini-ethnographers and case study researchers. A direct observer is the research instrument and becomes the data collection instrument.” The following qualitative research method is also used in the online identity study. One of the research problems addressed is the potential synchronous relationship between the extended and aggregated selves. Upon applying these research methods, the research supported the experimental self-concept theories.

The game’s framework is crucial in determining the research methods applied. In World of Warcraft (WoW), the components of identity construction work together as part of a dynamic and intricate system. The game’s ultimate objective is to create a character that holds significant importance within their guilds. To achieve this, players must frequently engage with their online communities and be willing to reembody their character as needed (Costa Pinto et al., 2015).

The concept of the extended and aggregated self is similar to the collective self-explanation, as discussed by Solomon in 2020. The extended self refers to individuals forming strong emotional attachments to their possessions, including ideas, experiences, objects, and people. In online consumption environments, virtual possessions can become integral to gamers’ extended selves and contribute significantly to their identity construction. The extended self encompasses having, doing, and being, a crucial aspect of an individual’s personality. In traditional online contexts, identity development usually occurs through having and being, while in experiential communities, such as WoW, it tends to be more dynamic through doing, as Costa Pinto et al. noted in 2015. In video games, players can personalize their virtual experience while collaborating with others to escape reality.

The “aggregate self” theory is based on the idea that individuals can enhance their sense of self by affiliating with groups with similar values or interests. In the online game World of Warcraft (WoW), players often seek to improve their status or ranking within the game’s hierarchy by joining guilds (Costa Pinto et al., 2015). As a result, users are more likely to associate themselves with a prominent guild in WoW society.

The distinction between the two strategies from the online identity study closely relates to the collective self-concept. The collective self is when people primarily derive their identity from a social group (Solomon, 2020). The WoW platform offers a level of personalization that allows players to represent an extension of themselves. A Critical Analysis of Online Identity Construction 7 increases situational involvement and is quite helpful within experiential gaming. This tactic is valuable for promoting experiential gaming (Solomon, 2020).

The second research methodology mentioned in the ethnographic case study is the informal interview. “Informal interviews provide the researcher with a strategy to discuss concepts and questions and gain clarifications for observations, field notes, and the reflective journal” (Fusch, 2017).

The interviews conducted in the online identity study were in-depth and lasted between 30 minutes to 1 hour. The researchers were very selective in their sampling, choosing participants who had high game participation of at least 20–40 hours per week, were males between the ages of 15–26, and were a part of the same guild (Costa Pinto et al. 2015). The informant characteristics are illustrated in the table below according to Costa Pinto et al. (2015).

Audience Insight Research and Marketing Professionals

Marketing professionals rely on research papers to understand consumer behavior. Henry Murray’s Psychogenic Needs theory identifies three dimensions — autonomy, dependence, and play — that serve as a framework for personality tests, which are crucial for marketers. By studying consumer behavior, marketers can develop accurate customer profiles and understand why people react to certain products or services in specific ways. This information is vital for integrated marketing communications professionals who aim to establish a general direction for marketing campaigns.

Weakest Research

The research presented in the online identity quantitative studies could have included users in multiple guilds — even solo players. It would have been interesting to see varied participants’ identity construction and thought processes. Further research opportunities on other social media seem like they need to be more relevant. It would be significant for solo players to identify their motive for playing alone. It would be interesting to see their conflict with personal progress and if there is a desire to belong to the community. After reading this paper, I find it interesting to explore the gaming community and figure out why some players stopped playing WoW.

Private Sector

The motivations, conflicts, and affective responses that drive consumers are the most efficient observations for properly evaluating past and future decisions. Given that so many artificial technologies are deeply rooted in gaming functions, the information gathered from online identity research is valuable. Technologies like Meta are growing increasingly popular, and there will be many business opportunities within that ecosystem. Bridging the gap between the self and fantasy will remain just as crucial for the future of the private sector.

References

Costa Pinto, D., Reale, G., Segabinazzi, R., & Vargas Rossi, C. A. (2015). Online identity construction: How gamers redefine their identity in experiential communities. Journal of Consumer Behavior, 14(6), 399–409. doi:10.1002/cb.1556

Fusch, P. I., Fusch, G. E., & Ness, L. R. (2017, March 26). How to conduct a mini-ethnographic case study: A guide for novice researchers. (Pages 929–934)

Garrett, Bernie, et al. (2018) “Virtual Reality Clinical Research: Promises and Challenges.” JMIR Serious Games, JMIR Publications. https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6231864/.

Solomon, M. (2020). Consumer behavior: Buying, having and being. (13th ed.). Pearson Education, Inc.