This thesis seeks to first understand why individuals play Guitar Hero and Rock Band. Several motivational factors are looked at including fantasy, self-esteem, self-efficacy, and the desire to play a real instrument. In addition to the motivation factors, the communication theories of uses and gratifications and deficient self-regulation are used to define the gamers who play Guitar Hero and Rock Band. Once the paper defines a theoretical framework, a survey is used to test the variables. The significant findings are then discussed and suggestions are made as to how these games can more effectively be used as marketing tools for guitar manufacturers and music companies.
College and Department
Fine Arts and Communications; Communications
BYU ScholarsArchive Citation
Hemingway, Timothy J., "Turn It Up to Eleven: A Study of Guitar Hero and RockBand: Why People Play Them and How Marketers Can Use This Information" (2010). Theses and Dissertations. 2112.
Guitar Hero, Rock Band, deficient self-regulation