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Getting Gamers (Marketing Games (Immersion (Rich mental model, Change…

- - - - Buying
        reinforces opinion
        
        Choice-supportive bias
        
        Don't want to feel
        we made a bad choice
      - Need to avoid
        cognitive dissonance
        
        Difference between:
        "What we think" and "What we do"
        
        Don't want to admit that
        we may have made a mistake
        
        Choose to ignore new or
        conflicting information about our purchase
        
        Makes people react
        emotionally rather then logically
      - Want to be part of a group
        
        Good to be agreed with
        
        Animal instinct
    - - Actively ignore that
        which they don't agree with
      - Angry due to attacks
        on product == attacks on self
      - Entrenched in their views
      - Lash out emotionally
  - - - Social disease
        
        Spreads during social comparison
        
        One cheater increases risk of friends cheating
      - More abstractions in game == more cheating
      - Most people cheat in small ways
      - Social comparisons
      - Stopped by public shaming
    - - Deindividuation
        
        Self fades
        
        "You can't see me"
        
        No consequences
        
        Behaviour controlled
        by group/environment
        
        Pro-social
        
        Anti-social
        
        Can be designed
      - Reduced self-monitoring
        
        I can't see me
        
        Social norms don't apply
- - - - Psychological reactance makes people overvalue based on lose
    - - Better to get more of something that less even if we end up with the exact same amount
    - - Percentage difference if < 100
      - Price difference if > 100
      - Will be used to determine "bargain" value
  - - - Sales better after mentally tough task
    - - More spending
      - "Funny money"
      - Purchase in-game
        money in non-even packages
        
        Takes advantage of Zeigarnik effect
    - - Default option commonly accepted
      - Set default as our preferred option
- - - - Clothes we wear affect, what we do
      - Powerful when we get to create our avatar
    - - Behave how we expect others to expect as to behave
    - - See ourselves doing things
- - - - Super important
      - Random drops
      - Random timing
      - Free promos or discount offers?
      - Skinner box
    - - Points
      - Trophies
      - Achievements
    - - Delay making a choice
      - Hate to loss options
    - - "Endowed-progress effect"
      - Pre-occupied with started tasks
        
        Coffee shop loyalty card giving 2 stamps with card
    - - Relatedness
      - Autonomy
      - Competence
    - - Example of Micheal's view on revision
      - Don't assume you don't fall into this category
    - - Not all comparisons are equal
        
        Difference between 1st and 2nd > 101st 102nd
      - Compare against friends
      - Determine how well we are doing