Consumer Perceptions of Ad Ethicality in Loot Box Promotions

Abstract

ABSTRACT This study offers gamers’ insights to a worldwide popular loot-box game that is widely associated with gambling: FIFA. Through an ethical lens, this study looks at how gamers perceive loot-box promotions, their enduring attitudes toward the game, as well as the role of gaming addictions. A mixed-method study revealed that while gamers found loot boxes and promotions ethically questionable, gaming addiction is positively correlated with perceived ad ethicality, suggesting coping and possible cognitive dissonance.