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The balance patch is an important but not well studied area to maintain game fairness and improve player entertainment. In this paper, we examine the effect of balance patch on player's character preference and further explore the moderating effect of psychological distance and character selection pattern.

In study 1, a web crawler was used to get server-side data of 40, 974 multi-player online battle arena (MOBA) players through official application programming interfaces (APIs). A paired-T test and a stepwise regression were performed to verify the hypothesis. In study 2, a 2-patch type (buff vs nerf) × 2 psychological distance (near vs distant) × 2 character selection pattern (stable vs variable) between-subjects design was adopted to confirm the empirical conclusions through questionnaire survey design and further explored the mediating effect of patch adjustment perception.

The analyzed results showed that the buff patch led to an increase in players' character preference, while the nerf patch led to a decrease in players' character preference. Moreover, the main effect was mediated by patch adjustment perception. Furthermore, psychological distance and character selection pattern both moderated the relationship between balance patch and character preference changes. The character preference of the near psychological distance increased more significantly elicited by buff patches and decreased more significantly in an adverse situation. Similarly, players with variable selection pattern of characters were more sensitive to the stimuli, and the character preference of the variable group changed more significantly than that of the stable group caused by balance patch release.

This paper studies the influence of a patch on the balance of character strength on player preference, which expands the research on game balance and fairness. The present results contribute to the theoretical research on consumer behavior of psychological distance and character selection pattern elicited by balance patches. Meanwhile, the results indicate that psychological distance theory can apply to the study of the relationship between players and virtual characters.

The purpose of this study is a formal experimental economics test of results found in a study designed and executed by a 12-year-old who was concerned about what she perceived to be bias in gaming applications (apps) that provided male avatar characters for no cost but required in-app purchases to access female characters. The present study was designed to test empirically whether children have a revealed preference for same-gendered characters and whether such preferences are dependent on the cost of the characters.

Children from 6 to 16 years of age were recruited to participate in a framed field economics experiment in which they would earn actual money and be given opportunities to spend it on in-game avatars they could then use to continue to play. Additionally, a survey gathered data on participants’ stated preferences and experiences playing game apps on mobile phones.

Children do prefer to play a character of the same gender; however, they are more likely to remain the default character if choosing a different character costs money. When asked to say why they picked their character, children report most often that it is based on either the characters’ appearance or gender, followed by perceived character abilities, liking the character and the cost of a character. A vast majority (90 per cent) of children felt both male and female characters should be free.

This research was limited because the experiment simulated in-app purchases but could not offer the permanence of real-world in-app purchases. Players in the experiment could not “keep” the character if they chose to pay for it. The authors adjusted for this by making the cost to change character gender much lower than it would be in the game (25 cents in the study vs approximately $10 in the app). Future research could explore ways to make in-app purchases during the study permanent for players to test if the permanence of the purchase results in greater willingness to pay to switch character gender.

This research has practical implications for video game designers. As both male and female players prefer to play with characters of the same gender, and having a cost to play a character reduces switching behavior, it is possible that having a cost for female characters reduces the popularity of the game with female players. This is especially relevant for endless running games as these games are preferred more by women than men. By making female characters free, default character and developers may increase the popularity of these games with female players.

This study adds to the body of literature about gender and video game preferences because prior studies relied solely on stated preferences about characters (using surveys and self-reported behaviors) and not on revealed preferences (observed behaviors). Additionally, this study examines character gender preferences in a casual game, while most prior studies have examine preferences in massively multiplayer online role-playing games.

Economics was closely entwined with ethics up to the 1930s when this weakened subsequently. Amartya Sen first sketched this historical relationship in his book, On Ethics and Economics. This paper is in broad agreement with Sen. It aims to explore the ethical foundations of economics in ancient Greece, focussing on Plato's Republic.

Key aspects of Sen's ethical framework (ethical motivation, human well‐being, and social achievement) are used as a template to re‐investigate Plato's work. A close reading of Plato's Republic is undertaken in order to demonstrate the foundations of economics as an ethical enterprise.

First, Plato argues that there is a range of motivations and behaviors along an ethical scale. For Plato, the goal is to try to establish what constitutes ethical behavior and then seek conditions suitable to bring it about. Second, in the Republic, one sees an outline of Plato's understanding of human well‐being. Human functioning (physical and mental flourishing, including friendship), and gender equality are key parts of his picture. Third, Plato is painting the picture of a utopian society in the Republic. In discussions of the ideal society, the economy, laws, and other policies must be set within an ethical framework. In several respects, Plato anticipates Sen's capabilities approach to economics.

In recent years, great efforts have been devoted to developing and extending Sen's Capability Framework. Part of that work has been devoted to tracing the origins of Sen's approach back to Aristotle. This paper represents the first attempt to trace that framework back further, to Plato's Republic.

The purpose of this paper is to analyze and identify Chinese consumers’ behavior and preference characters toward table grapes, especially to explore the variance of consumption preference in recent five years.

Two representative China-wide questionnaire surveys were conducted by face-to-face and online questionnaire survey, respectively, in 2009 and 2014. Comparative study was adopted to dig the changes of consumers’ preferences and habits. ANOVA was adopted to explore the statistically difference among consumers’ behavior and preferences.

The results indicate that Chinese consumers are rational-motivation-driven grape consumers, they prefer to sweet taste, seedless and medium priced grapes. Safety and quality characters (clean appearance, freshness and taste) were ranked as the most important grape attributes. As a whole, it was found that consumers are more quality-focussed and safety-conscious five years later, so some variances was showed in their purchase habits and preferences, such as the choice of purchase place, attitude to special grapes and willingness to pay to safe and genetically modified grapes.

This research not only indicates some stable preferences of Chinese consumers toward table grape, but also finds out some significant changes in consumers’ behavior before and after five years based on a comparative study in 2009 and 2014.

This paper aims to learn a decision-maker’s (DM’s) decision model that is characterized in terms of the attitudinal character and the attributes weight vector, both of which are specific to the DM. The authors take the learning information in the form of the exemplary preferences, given by a DM. The learning approach is formalized by bringing together the recent research in the choice models and machine learning. The study is validated on a set of 12 benchmark data sets.

The study includes emerging preference learning algorithms.

Learning of a DM’s attitudinal choice model.

Preferences-based learning of a DM’s attitudinal decision model.

As a basis for development of new, and rationalisation of existing products, consumer preferences in commercial filter coffees were examined in a quantitative approach with multivariate mapping. Coffees were brewed from 12 ground bean blends and served to 150 consumers as drunk normally – black, whitened and/or sweetened. In a complete block design with two sessions of six coffees, employing randomisation to reduce order effects, hedonic data on a five‐point scale were collected then processed using Q‐mode principal component analysis yielding preference maps for each presentation. Conventional descriptive profiling provided information on blend characters allowing soft modelling to determine sensory attributes driving preference scoring. From univariate data analyses, gender was a significant factor for presentation style: addition of milk increased preference scores for blends in males and sugar reduced preference ratings for females. The outcome was a series of consumer segmentations for different coffee presentations.

There is an increasing awareness among manufacturers to make production more sustainable in Southeast Asian countries such as Malaysia and Indonesia. Manufacturers are now urged to not only focus on the business profit but also concern on environment protection by producing green products. However, issues may arise regarding the preferences of customers on green products, which will vary due to the influence of cultural values. This will give an impact on the marketing of green products. The aim of this study is to identify the influence of cultural values on the green products design in Malaysia and Indonesia.

A pretest on the survey instruments was performed to ensure the reliability and validity of the questionnaire. The collected data were statistically analyzed based on the satisfaction level, confirmatory factor analysis and structural equation modeling.

The results showed that customer preferences in Malaysia were mostly influenced by uncertainty avoidance, long-term orientation and power distance, excluding collectivism and masculinity. In Indonesia, the dimension of uncertainty avoidance and long-term orientation had significant influence, whereas power distance, masculinity and collectivism dimension had no influence. Eco-label was identified as the most important factor for green products in Malaysia and having product services characteristics factor for product lifetime extension in Indonesia.

For practices, the cultural values and preferred characteristics identified in this study provide valuable information to policymakers and businesses on what draws customers toward green products in Malaysia and Indonesia. This finding can be used as supported data for the policymakers in order to achieve sustainable development goal (SDGs) in Malaysia and Indonesia.

The findings of this study provide valuable information for designers to design products with green characteristics that cater to the consumer market in Malaysia and Indonesia, as well as other countries which may have similar cultural traits.

Health is becoming an increasingly important issue in the UK as well as the rest of Europe. Emphasis on the importance of healthy eating is ongoing for many reasons, including the growing concern about childhood obesity resulting in the ban of advertising of unhealthy foods to children in the UK in April 2007. However, although legislation has been placed upon the advertising of unhealthy food products, no such restrictions have been placed on the packaging of children's foods despite the influence of packaging on consumer buyer decisions. This paper aims to investigate the effect of packaging on children's product preferences and its ability to influence parents' buyer decision in‐store.

The study was approached from the parents' rather than the children's perspective. A quantitative approach was adopted in data collection, using a 28 item Likert scaled questionnaire administered to 150 parents, with over 95 percent response rate.

The study shows that packaging does affect the product preferences of children. Also, children are particularly interested in influencing the purchase of unhealthy foods. However, parents within the study claimed that they did not succumb to their children's requests for the purchase of unhealthy food, which contradicts evidence from previous findings.

The claim by parents that they did not succumb to their children's requests for unhealthy food contradicts findings from previous research. This therefore leads to a recommendation for further studies as social desirability bias may have influenced the outcomes of the findings.

Findings from this study can be applied within the retail and service marketing sector to provide the practitioner with information relevant to decision making on children's influence on parents buyer behavior in‐store. Outcomes of the study are also important when considering the future of children's food marketing and tackling the issue of childhood obesity.

The paper demonstrates that there is a relationship between packaging and children product preferences and children's influence on parents' buyer decision in‐store.

This chapter focuses on the results of laboratory experiments that reveal how social preferences help regulate behavior to overcome social dilemmas. It argues that this evidence provides empirical support for the Austrian argument that social rules (as well as the institution of the market) are an important part of how societies respond to the knowledge problem. However, it also argues that the specific laboratory results regarding the “crowding out” of social preferences and the redistributive character of social preferences when outcomes are influenced by luck provide challenges to Austrian economics. In response, Austrian economics would seem to need to develop some more expanded notion of what matters in human life beyond the exercise of freedom and so extend the list of rules or institutions that require defence beyond those of the market and the rule of law.

The purpose of this research is to examine the nature of consumers' relationships with branded spokescharacters by drawing upon brand personality theory and reader‐response theory, focusing specifically on food trade characters. We aim to show that the persuasive power of these characters resides not only in their appearance, but also in the complex narratives consumers project (sometimes unwittingly) onto the spokescharacter.

The paper reports the results of a survey – blending quantitative and qualitative methodologies – designed to document consumer perceptions, affective responses and spontaneous associations to different characters (i.e. Aunt Jemima, Robin Hood, Betty Crocker, Uncle Ben, Poppin' Fresh the Pillsbury's Doughboy, and M. Felix and Mr Norton, characters created by a Montreal‐based cookie company).

The results revealed that consumers associate spokescharacters with distinct personality profiles. Also, a connection was found between spokescharacters and narrative: a relationship where the characters become part of a larger narrative paradigm and more importantly, a relationship where the consumer is cast in a specific role vis‐à‐vis the spokescharacter.

These results should invite brand managers to stay current with the variety of associations that consumers form and how these associations influence the perception of their brand's personality. The results further underscore the need to understand the role into which consumers are cast vis‐à‐vis a branded character. Future research should examine cross cultural differences in the perception and narratives of branded characters, especially since many multinational companies use branded characters across cultural divides.

The paper shows how consumers play an active role in rendering a spokescharacter likeable, credible, and even memorable and documents the narratives that engage consumers and are both constructed collaboratively with them and propagated by them.