Coping with Stress in the Age of Warcraft: A Conceptual Framework for Consumer Escapism

This research explores the phenomenon of consumer escapism within the context of online gaming. While there exist many strategies for coping that involve the consumption of products, escapism through gaming is unique in its ability to immerse consumers in virtual realities where desires, wishes, and fantasies can come true. With continuing advances in media technology (e.g., online connectivity, photorealistic CGI, intuitive motion/touch controls), escaping into the digital worlds of video games and other such interactive platforms has become an increasingly common consumer behavior. In the current marketing literature, the escapism construct has been invoked in several consumption contexts. In their examination of online search behavior, Mathwick and Rigdon (2004) describe escapism as a state of psychological immersion. Within their framework of television connectedness, Russell, Norman, and Heckler (2004) define escapism as the process by which viewers immerse themselves in their favorite shows for the purpose of avoiding reality. These same themes are echoed in research examining other consumption contexts such as themed restaurants (Kozinets et al. 2002) and historical reenactments (Belk and Costa 1998). This research seeks to extend the current literature by examining the motivations and processes inherent to escapism through online gaming.