First Planet Company and Florida State University recently released the results of a study on virtual buying habits. Conducted during the recent Miss Calypso beauty pageant on Planet Calypso, the study suggested that the more immersive a game environment is, the more likely a player is to have intent to buy a product they see.
“This study was successful in demonstrating that an individual’s perceptions of an activity lead to a mental state that creates positive brand attitudes and subsequent purchase intentions. More specifically, virtual worlds create opportunities for participants to lose track of time in enjoyable brand related activities,” said Rob Hooker, doctoral graduate from the College of Business at Florida State University. “This creates a mental state which contributes to a participant’s attitude about a brand. Ultimately, this strongly influences the participant’s intention to purchase a product from that brand. 63 percent of participants from this study indicated that they would purchase Calypso clothing following the activity.”
