Insecurity drains their wallets: researchers have discovered which gamers are more likely to spend money on in-game donations.

A recent study revealed how attitudes towards competition influence impulsive purchases in games, showing that the primary motivator is the need for popularity rather than mere competitiveness. There is one critical characteristic that some of us possess, or rather do not possess, as noted by PsyPost.

The research, led by Hakan Chengiz, a professor of marketing at Karabük University and published in the journal Computers in Human Behavior, found that players with low social competence are particularly susceptible to impulsive purchases driven by the desire for social recognition. These findings contribute to the growing body of research exploring the psychological mechanisms behind digital behavior and provide valuable insights for game developers and marketers.

The gaming industry has seen a sharp rise in revenues from in-game purchases, prompting researchers to investigate the factors that lead to impulsive spending. While previous studies focused on emotional triggers, game mechanics, and player engagement, this research shifts the focus to personality traits such as competitiveness, social competence, and the desire for popularity.

"I have been studying maladaptive consumer behavior for many years," explains Chengiz. "People often make impulsive or irrational purchases when they experience particularly strong positive or negative emotions, and such behavior can lead to unfavorable consequences." His interest in the intersection of gaming, competition, and social approval led to an exploration of how these elements interact, influencing spending habits.

The study involved 234 participants recruited from the gaming platforms Discord and Twitch, known for their active communities and competitive environments. Eligible participants had been playing games on the Steam platform for at least three months and had previously made in-game purchases. The survey assessed various factors, including social competence, the need for popularity, attitudes towards competition, and tendencies towards impulsive buying.

Social competence was evaluated using statements like "I can make friends," while the need for popularity was measured with questions such as "I have done things to become more popular, even if it meant doing something I usually wouldn't." The results indicated that an attitude towards competition alone does not lead to impulsive in-game purchases. Instead, competition heightened the need for popularity, which significantly predicted impulsive buying behavior.

Players seeking social recognition were more likely to make spontaneous purchases, likely aiming to gain status within their gaming communities. "The main surprise was that purely competitive feelings did not serve as an independent incentive for making impulsive in-game purchases, although we initially assumed they might," noted Chengiz. "It turned out that the need for popularity plays a crucial role in transforming competitive drive into impulsive buying."

This indicates that in-game purchases serve both functional and social purposes, allowing players to enhance their gaming image and social standing within their circles.

Another key finding of the study was the moderating effect of social competence. Players with lower social skills were more likely to make impulsive purchases motivated by the need for popularity, while those with higher social competence were less susceptible to such pressure. This suggests that individuals struggling with social interactions in real life may seek validation through virtual purchases, whereas those with strong social skills rely less on this form of self-actualization.

Despite the valuable insights, the study has some limitations. The sample consisted of users from Discord and Twitch, which may not reflect the broader gaming population. Additionally, the research focused solely on in-game item purchases, excluding other types of behavior such as game subscriptions or premium statuses. Future studies could expand on these aspects to provide a more comprehensive understanding of in-game spending.

According to researchers' forecasts, revenues from in-game purchases are expected to exceed $200 billion by 2025, highlighting the growing financial significance of this sector. Understanding the psychological factors underlying such purchases can assist game developers in creating ethical monetization strategies and ensuring responsible spending habits among players.