Sample Business Studies Paper on Purchase Experience

Purchase Experience

My most recent purchase is an online game. I bought the game because I see ads about this game on nearly other gaming apps that I am using. A couple of my friends also have the game and have given positive review. Once I downloaded the app and created an account, I was given a free access levels but to play competitive levels (challenge my friends) I had to pay. My overall feeling is that the set-up of the game is such that it encourages upgrade. The free access levels are uninteresting, but the display of the upgraded levels looks irresistible and exciting. The goal of the upgrade seems to be to attract attention and create a perception that better experience lies ahead. After I upgraded, I was given other upgrade options to make me more competitive. In the end, it felt like the set-up of the game is that it encourages perpetual purchases. The game is addictive, meaning the temptation to upgrade and finish the next level is always there.

Classical conditioning is the theoretical framework I would like to use in analyzing my experience with the game. In classical conditioning, learning is through association. For example, one stimuli is supposed to stimulate another response. For example, a Jeep wrangler stimulate thoughts of off-roading and other adventure activities. One stimuli thus elicits a paired response. Within the context of marketing, classical conditioning is meant to pair a brand with a positive association. For example, driving a sports car and feeling cool or classy, eating healthy foods and looking healthy. A brand thus becomes associated with a desirable positive outcome. Repeated exposure only works to reinforce the perception of the positive rewards and the desire to get the rewards.

In my case, I am a gaming enthusiast and I like trying new and exciting games. The graphics is a key influence in my perception of whether the game will be interesting or not. The game presented with cool 3-D experience and great renderings that made the game look very real. This was already enough motivation for me to install the game in my phone. Repeated ads on the other games that I was playing and reviews by my friends only motivated me to download and install the game. Once I installed, the desire to finish the next level or to boost my performance so that I can beat my friends only made me to keep buying upgrade options. The desire to be better, to reach higher levels only increases my spending on the game. I have spent nearly three times my initial purchase in upgrades.

I think I am not alone in feeling frustrated by the constant alerts to upgrade and boost performance and by clicking alert one is directed to a window with upgrade options. For example, increase health, upgrade gun, boost speed and so forth. It feels frustrating because buying one option necessitate the desire to buy another. For example, increasing health elicit the desire to buy a more powerful gun, and to boost speed. Instead of upgrades being broken into small purchases, they should be sold as a package, so that buying a package brings boosted health, higher caliber guns, telescopes for aiming, body armor, invisibility tags and so forth. By packaging purchases as a full package, experience of gamers in buying upgrades would be better.