The current study examined whether and how players’ aggression is affected by playing games focused on Intrapersonal level of player. In contrast to most existing studies, our study asks about crucial underlying factors among the general game population and thereby investigates mental health belief, interdependent and independent self-construal, game-efficacy, loneliness, depression, gender and age. Results show that mental health belief is particularly important to the players because their aggressive tendencies are greatly diminished. Independent self-construal and game efficacy reduced the levels of players’ aggression. Interestingly, both depression and loneliness decreased the levels of players’ aggression. Results and implications are discussed.

Purpose - When indulging in hedonic items is construed as wasteful and evokes anticipated regret or guilt, consumers are more likely to seek reasons to justify their indulgence. Justification requirement for spending on indulgences over necessities could lead to the places of their finding the ways that mitigate the anticipated regret and guilt. However the previous research focusing on consumers’ own great effort leading to positive outcomes has not given much attention to other’s outcomes induced from his or her little or no efforts, by which consumers could feel envy. The guilt associated with consumers’ indulgence could vary according to envy type felt according to their evaluation about other’s outcomes and their self construal level. Current research explored the envy type’s effects on consumers’ spending on hedonic products, and moderation effects of self construal level on the envy type’s effects. Research design, data, and methodology – 2(envy type: benign versus malicious) × 2(self construal level: high versus low) between-subjects design was employed. Data for empirical analysis were from 173 undergraduate participants. ANOVA was used to verify hypotheses. Results – The tendency of choosing utilitarian product versus hedonic product was moderated by the envy type. The participants who felt benign envy were more likely to choose utilitarian product versus hedonic product than those who felt malicious envy were. And the tendency of benign envy-felt participants’ choosing hedonic versus utilitarian product was more weakened to those with lower-level self construal than to those with higher-level self construal. However the tendency of malicious envy-felt participants’ choosing hedonic versus utilitarian product was not moderated by the self construal level. Conclusions – This research could advance the theory related to indulgent hedonic consumption by exploring the effects of self construal level and envy type on hedonic indulgence. In view of the results from current study, marketers should make efforts of communicating and selling utilitarian products to persuade consumers with lower-level construal when they feel benign envy to others. And they should conduct marketing acts for hedonic products to persuade consumers when they feel malicious envy to others.

게임중독은 자기통제 상실의 현대적 지표로서 동료관계 및 교우관계와 같은 사회적 관계맺음을 포함한 개인의 일상 전반에 부정적인 영향을 미치고 있다. 본 연구에서는 게임이용자들의 자기통제수준과 해석수준에 따라 게임중독수준의 차이를 살펴보았으며, 또한 자기통제수준과 해석수준의 상호작용이 게임중독에 어떠한 영향을 미치는지를 함께 탐색해보았다. 이를 위해, 게임이용자를 대상으로 온라인 서베이를 실시하였고, 총 918의 응답자를 분석대상으로 선정하였다. 연구결과, 낮은 자기통제수준과 낮은 해석수준을 가진 이용자들의 경우, 상대적으로 높은 자기통제수준 및 높은 해석수준을 가지는 경우에 비해, 더욱 높은 수준의 게임중독을 나타냈다. 또한 자기통제수준이 높을 경우에는 해석수준에 관계없이 게임중독수준이 낮았으나, 자기통제수준이 낮은 경우, 해석수준이 높고 낮음에 따라 게임중독에 미치는 영향일 달라짐을 확인할 수 있었다. 이는 해석수준이 하나의 조절변수로 기능하고 있음을 알려주는 결과로, 이러한 결과를 통해 개인의 자기통제와 해석수준의 변화를 통해 자율적인 규제를 통한 게임중독완화의 가능성을 논의해 볼 수 있다.