Business Commons^™

Color And Color Placement Effects On Purchase Intent Of Loot Boxes In Video Games, Mackenzie Bland

Honors Undergraduate Theses

Research on the effects of color associations in gambling situations has especially come to the forefront in recent times with the rise of casinos and other sales techniques in which consumers do not know the outcome of their purchases. Loot boxes are a unique form of micro-transactions in video games where players are uncertain about the objects they will receive with their monetary purchase. The aim of this study is to explore the effects of color and color placement in ads on loot box purchase intent. It will contribute to research about color perception in marketing and will, more specifically, …