From the outside in: Consumer anti-choice and policy implications in the mobile gaming market

  • Authors:

  • Ronan De Kervenoael;Mark Palmer;Alan Hallsworth

  • Affiliations:

  • Sabanci University, School of Management, Orhanli, Tuzla, 34956 Istanbul, Turkey and Aston University, Birmingham, B4 7ET, UK;Queen's University, BT7 1NN, Northern Ireland, UK;University of Portsmouth, Portsmouth, Hampshire, PO1 2UP UK

  • Venue:
  • Telecommunications Policy
  • Year:
  • 2013

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Abstract

Significant growth in mobile media consumption has prompted a call to better understand the socio-cultural and policy dimensions of consumer choices. Contrary to industry and technology led analysis, this study argues that to guide consumer choice and innovation via regulatory policies requires an understanding of both ex-ante as well as in ex-post consumption conditions. This study examines mobile phone gaming to uncover how consumer anti-choice shapes decision-making as a framework for closely interrogating the ways in which policy concerns impact on consumers' behavior. Through eleven focus groups (n=62), the study empirically identifies voluntary, intentional, and positive consumer anti-choice behaviors all of which impact policy initiatives when consumers, both gamers and non-gamers, self-regulate their behaviors. Findings point to four types of policy implication: regulating the self-regulated, understanding anti-choice, boundary-setting and including the self-excluded.