Dr. William Magnus Northington, together with Dr. Andrew Lindridge (Newcastle University) and Dr. Sharon Beatty (University of Alabama), recently had an article accepted to Qualitative Marketing Research: An International Journal. The article, "Do Gambling Choices Reflect a Recreational Gambler's Motivations," assesses whether gaming choice is a function of one's personal motivations or simply a desire to gamble in general regardless of game choice among recreational gamblers. Applying two motivation theories, hedonic consumption theory and motivation disposition theory, this theme is explored by considering "illusion of control" whereby luck and skill may mediate gambling motivation. The findings indicate that for recreational gamblers, gaming choice is a function of personal motives. Hence, gamblers chose games that reflect their needs or motives, focusing on the game or games that best allow them to achieve their goals and desires.
Along with Dr. Jacob Hiler (Ohio University) and Dr. Laurel Cook (West Virginia University), Northington also had a film, "Searching for RNGesus: A Study on the Use of Randomization in Video Games," screened at the Association for Consumer Research conference in San Diego, Calif. This film focuses on studying intentional randomization in consumer experiences, notably in the video game industry. The focus of this study is to explore both how randomization is employed by developers in video games as well as how it is experienced and perceived on the part of their consumers. As Kozinets (2015) suggests in Netnography Redefined, more netnographic attention needs to be placed on video websites such as YouTube and Twitch rather than textual data in online forums and communities, especially since many online communities and much of the discourse are moving to more video-based discussions. Thus, using this netnographic videography approach, the filmmakers immersed themselves in more than 25 hours of user-generated video content shared publicly on YouTube and Twitch, and various user-generated text commenting on the nature of the random across various forums, comment sections, and Reddit. The trailer for the film may be found here: https://vimeo.com/232284505
Working with Hiler and Cook, Northington also had a peer-reviewed article accepted to the Journal of Consumer Marketing. The article, "Making Inconsistent Worlds: A Conceptual Framework for Co-Competition," investigates the phenomenon of co-competition, within service-dominant logic, whereby multiple parties compete for the rights to co-create with a firm. Qualitatively, using the context of a massively multiplayer online role-playing game, this study finds that co-competition arises when heterogeneous segments of consumers attempt different co-creation strategies with the firm. Furthermore, the outcomes of this process could have significant financial and reputational impacts for the firm resultant from alienating both types of consumers competing for the rights to co-create. The conceptual framework established in the study provides a guide through which further investigation of co-creative forces can occur.