Marketing “Gamer Foods”: Qualitative Insights into Responsible Strategy Development

摘要: The purpose of this article is to explore the video-gaming experience as a novel consumption occasion for snack foods and provide insights into responsible marketing strategy development. Consumers' desired food product attributes, their motivating conditions while gaming, environment in which takes place are explored qualitatively through 14 in-depth interviews 10 separate points field observation. findings indicate certain unhealthy products valued during social hedonic appeal but also basic function fuelling long marathons concentration competition. Results used inform strategic considerations presented using traditional mix framework product, promotion, price, distribution. Therein, management cautioned toward obesogenic elements critical consideration throughout. Management strongly advised develop promote healt...