Original Research Article

Journal of General Management

2023, Vol. 0(0) 1–14
A review on the sequential ordered behaviour © The Author(s) 2023
Article reuse guidelines:
of users’ experiential values, flow state and sagepub.com/journals-permissions
DOI: 10.1177/03063070231167267
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continuing use of mobile apps

Sumiyana Sumiyana  and Nur Halimah Siahaan 

University of Gadjah Mada, Indonesia

Abstract
This study investigates whether experiential values, such as escapism, enjoyment, social affiliation, visual appeal and en-
tertainment, affect users’ cognitive flows, as suggested by the grand theories. Meanwhile, this study dismisses the inverse
relationship in which flow states affect experiential values. Instead, this study demonstrates that pleasure and enjoyment are
antecedent factors of cognitive involvement. In other words, it can be constructed to show that experiential values are an
antecedent factor of users’ involvement. Furthermore, this study found that its sequential order had more reasonable validity
than the inverted association. Moreover, it explains that the experiential values influencing users’ cognitive flows are relevant
in occupational and cognitive behavioural therapies. Thus, the authors infer that a firm could pervasively influence users’
experiential values, and this process will end with their cognitive flows. Therefore, it implies that ordered logic construction is
practical when it can affect users’ experiential values, flow states and usage.

Keywords
experiential value, flow state, involvement, cognitive, affective, behavioural therapy, occupational therapy

Introduction This study reveals why it is important to investigate the

Most extant research has examined experiential values that
reflect customers’ benefits in online shopping environments.
However, this research focuses on measuring the experiential
values without measuring how the individuals’ cognitive and
affective engagement shapes their behaviour. This study argues
that involvement is emotional, and the participants’ sponta-
neous state is ‘it is fun’ or ‘pleasant’. This emotion describes
people acting to follow their logical cognition. Therefore,
people tend to control their flow state from one moment to
another. Csikszentmihalyi (1990) argued that a flow state is a
user’s mental focus when performing an activity immersed in
enjoyment. The flow means the user is entirely focused on his/
her involvement. This study, therefore, argues that experiential
values influence users’ cognitive flows. Users have experi-
ential values because they directly face an object, such as a
game app (Mathwick et al., 2001). Moreover, Varshneya and
Das (2017) explained that users prefer to continue using an
application when it accelerates attaining their objectives. Four
previous studies suggested that an object presents specific
attributes of experiential values that affect the users’ flow state.
It means that users’ experiential values from playing the game
affect their cognitive flows (Kapferer and Laurent, 1993) and
influence their continuing use of the game app. Therefore, this
study investigates the ordered rule of the experiential value, the
flow state and game apps’ continuing use. However, the re-
searchers dismiss the ordered rule of the flow state, experiential
value and continuing use of apps (Okazaki, 2008; Reer and
Krämer, 2019; Vilnai-Yavetz and Rafaeli, 2006).
sequentially ordered behaviour of gamers’ experiential
values and cognitive flow. Moreover, it reveals the validity of
ordered association, supporting a return to basic rules,
concepts and theories. Finally, this research proposes a se-
quential logic for experiential value, rectifying the ordered
rule of experiential value in the latest literature (Vilnai-Yavetz
and Rafaeli, 2006; Okazaki, 2008; Reer and Krämer, 2019).
Furthermore, by considering Csikszentmihalyi (1990); Doob
(1947) (Ciasullo et al., 2022; Jancenelle et al., 2019; Liao
et al., 2021; Muthusamy and Dass, 2021; Newell et al., 2019),
this research redresses the fallacies of experiential values and
cognitive flow states, by reaching the ordered rule’s validity.
Thus, it provides a critical understanding of the general
management field, especially the placement of game users’
experiential value, cognitive flow and behavioural sequences
that return to the original validities for critical reasoning.
Furthermore, it posits Doob (1947), explaining that indi-
viduals experience changed attitudes, constructing their
beliefs and values (Zajonc, 1968). This study argues that
people’s experiences affect a person’s attitude by overriding
their cognitive rationale. In that cognitive rationale phase,
individuals obtain their flow or are in their cognitive
Corresponding author:
Sumiyana Sumiyana, Department of Accounting, Faculty of Economics and
Business, Universitas Gadjah Mada, Jalan Kaliurang Km. 13 Candi Karang,
Suite, Yogyakarta 55584, Indonesia.
Email: sumiyana@ugm.ac.id
2 Journal of General Management 0(0)
involvement. Meanwhile, people’s cognitive involvement
results in a person’s attitude to addressing work and life
problems. The basic rule is the ordered rule of experiential
value, the flow state and the continuing use of apps. The
ordered rule of users’ experiential values, flow state and
behaviour is a valid concept that was suggested by
Csikszentmihalyi (1990), Kapferer and Laurent (1993),
Mathwick et al. (2001) and Varshneya and Das (2017). This
study, as stated previously, dismisses the ordered rule of the
flow state, experiential value and the continuing use of game
apps and argues that common sense is not conceptualised and
theorised by the late-ordered rule. The latest ordered rule has
been suggested by Okazaki (2008), Reer and Krämer (2019)
and Vilnai-Yavetz and Rafaeli (2006). In other words, this
study rejects the fallacy of the latest ordered rule. Figure 1
presents the implicit contradiction.
This study considers the validity of the ordered rule of
experiential values, flow state and continuing use. Then, it
has further novelty since both occupational therapy
(Csikszentmihalyi, 1990; Townsend and Polatajko, 2007)
and cognitive-behavioural therapy (Beatty and Kahle, 1988;
Benjamin et al., 2011; Zhipei et al., 2014) have relevance for
managerial decisions. In other words, occupational and
cognitive-behavioural therapies would be useless when these
therapies are unclearly directed to emphasise experiential
values or the flow state. As psychological tools, occupational
and behavioural therapies help adjust users’ flow states. The
adjustment processes are found in the users’ experiential
values. With the increase or decrease in experiential values,
users would have a mental focus and a feeling of total in-
volvement in their activities due to occupational and be-
havioural therapies fine-tuning the users’ cognitive flows.
To accomplish this study’s objective, the author designed
a research method using a survey complemented by a quasi-
experiment in the case of advertisements. Then, the quasi-
experiment affects the antecedents of the users’ cognitive
flows. Our case is a small advertisement that disturbed the
users’ long-held beliefs, which could then adjust their cog-
nition and affection. Moreover, this advertisement rewards an
additional point for the users. Thus, rewards force the users to
be fully involved because this advertisement probably
influenced their beliefs. This study, therefore, can present
evidence that the existence of advertising is in the natural
framework of the association between experiential values and
users’ flows.
Figure 1. Contradiction and what this study adopts.
This research contributes to the argument for the under-
lying relationship between experiential value and involve-
ment. First, it supports the underlying concept of
Csikszentmihalyi (1990); Doob (1947); Kapferer and
Laurent (1993); Mathwick et al. (2001); Varshneya and
Das (2017); Zajonc (1968); (Jancenelle et al., 2019;
Newell et al., 2019; Liao et al., 2021; Muthusamy and Dass,
2021; Ciasullo et al., 2022), that suggests the ordered rule of
experiential value, flow state and the continuing use of apps.
Vice versa, this research refused or rejected the ordered rule
of flow state, experiential value and the continuing use of
apps, which is suggested by Okazaki (2008), Reer and
Krämer (2019), Vilnai-Yavetz and Rafaeli (2006). In other
words, this study should eliminate some fallacies in the extant
research of Okazaki (2008), Reer and Krämer (2019) and
Vilnai-Yavetz and Rafaeli (2006). The second contribution is
that this research reminds academicians and management
scientists of the existence and usefulness of occupational
therapy (Csikszentmihalyi, 1990) and cognitive-behavioural
therapy (Beatty and Kahle, 1988). Finally, by recognising the
validity of the ordered rule of experiential value, the flow
state and the continuing use of apps, this study could revi-
talise what marketing strategists must do to control cus-
tomers’ cognition and affection.
Literature review and
hypotheses development
Experience and experiential values
In most extant research, experiential values are used to un-
derstand consumers’ reactions to the launch of new products
(Chaudhuri and Holbrook, 2001; Muthusamy and Dass,
2021). They are also used to measure the level of demand
for the products offered for sale and to evaluate marketing
success. Grewal et al. (2009) suggest that when a firm
provides its customers with tremendous experiences, its
experiential values increase their satisfaction and make them
want to rebuy. Meanwhile, the experience is a personal
feeling when people remind themselves of a situation or a
thing (Pine and Gilmore, 1998). In other words, consumers
have an experience that they will not forget. Therefore, the
customers’ experiences will create their experiential values.
Mathwick et al. (2001) state that experiential value is created
from a personal experience through that person’s interactions
Sumiyana and Siahaan
with a service or product, either directly or indirectly (remote
appreciation). The personal experiential value in this study
can be categorised into escapism, enjoyment, social affilia-
tion, visual appeal and entertainment Greussing and
Boomgaarden (2019); S. Wang et al. (2018); Z. Wang
et al. (2018); Wei and Lu (2014); (Jancenelle et al., 2019;
Newell et al., 2019; Liao et al., 2021; Muthusamy and Dass,
2021; Ciasullo et al., 2022).
Escapism is a behavioural view that relates to personal
activities undertaken to avoid a hard reality or where the
person cannot deal with uncertainties or achieve expectations
(Henning and Vorderer, 2001). Escapism occurs when in-
dividuals’ lives are unsatisfactory, so their experiences create
a desire to escape reality or somehow reduce their anxiety
(Hirschman, 1983; Vorderer, 2013). Enjoyment is a pleasure
that an individual feels when he/she gets benefits or losses
from performing a particular activity (Moon and Kim, 2001).
According to the flow theory, enjoyment has two underlying
elements: universality and pleasurability (Nabi and Krcmar,
2004). Enjoyment is also defined as personal relief from
stimulation or achieving relaxation (Sweetser and Wyeth,
2005). Moreover, Csikszentmihalyi (1990) suggests that
enjoyment occurs when individuals either fulfil their previous
expectations or satisfy their desires and achieve their un-
expected needs, which might have been unimaginable.
Social affiliation is how a person feels a social attraction,
usually from a firm’s service through its efficient marketing
approach. This attraction refers to the firm’s design features
that simulate people with various perceived social cues.
Then, a person uses this cue in his/her interpersonal com-
munication, which triggers his/her feelings to influence an-
other person (McGuire, 1968; Z. Wang et al., 2018).
Visual appeal is a reactive source of aesthetic values
(Greussing and Boomgaarden, 2019). The aesthetic dimen-
sion is connected to all the pleasures and harmonies humans
experience (Faiola et al., 2011). Thus, visual appeal is es-
sential to attract consumers’ attention. It refers to selecting
the data and information, a transformation, and a presentation
that facilitates the customers’ exploration and understanding
(Lurie and Mason, 2007; Mathwick et al., 2001). The last is
entertainment, an event that passively occurs to individuals
or users by absorbing an event through their senses. Enter-
tainment involves customers’ performance observations that
lead to responses (Ladeira et al., 2016; Pine and Gilmore,
1998). In line with the research of Smith and Colgate (2007),
this study argues that experience is how products or services
create people’s experiential values, which can ultimately
shape their cognitive flows.
This study elaborates on the users’ attitudes and intentions to
use game apps due to their experiential values (Doob, 1947). In
other words, an individual’s experience develops his/her ex-
periential values, which affect his/her attitude and intention to
use the game app. It means that personal experiential values
change users’ attitudes and intentions by abolishing other
new thoughts that clash with their earlier entranced values.
Flow state (cognitive and affective involvements)
The flow theory was introduced by a psychologist named
Csikszentmihalyi. In his article, he constructed and discussed
3
the flow theory, which states that a psychological condition
exists where someone is doing an activity because it could
intrinsically cause pleasure. A person is always motivated by
the activity. In other words, athletes or artists focus on the
game or their appearance (Csikszentmihalyi, 1990). Kowal
and Fortier (1999) examine the applicability of the flow
theory by using swimmers. This examination shows that
swimmers motivated by their training (i.e. they exercise for
pleasure and satisfaction related to their training activities or
choose to participate for their benefit) have a high flow value.
However, swimmers who do not have self-determination still
participate in training because of internal and external
pressure. Moreover, they have low cognitive flow values
when they are not intrinsically or extrinsically motivated.
Conversely, for example, swimmers with self-determined
motivation will have high value and be more likely to
achieve their desired goals. Inversely, if their motivation
occurs either intrinsically or extrinsically, they will experi-
ence a low flow value.
Users probably have two mental conditions that could be
influenced by information technology. First, they could have
two cognitive flows (Chatzakou et al., 2017; Nikhashemi and
Valaei, 2018; Rose et al., 2011; Sullivan et al., 2012). Park
and Young (1986) suggest that cognitive and affective in-
volvements are defined as different constructs. The first is
cognitive involvement, which comes from the thinking
process originating from the left side of the brain, which is
usually used to process information about a product’s fea-
tures. Meanwhile, affective involvement is characterised by
the process of thinking originating from the right side of the
brain in the form of perceiving or capturing image dimen-
sions and symbolic qualities (Mittal, 1987). In other words,
individuals who use their cognition tend to be involved in
using their minds (Cacioppo and Petty, 1982), while using
their affection tends to involve feelings and emotions (Raman
et al., 1995). Thus, for example, engagement with a game app
is a process of personal achievement with great attention.
They, therefore, become focused on a relevant source of
information (Celsi and Olson, 1988; MacInnis and Jaworski,
1989).
Individuals’ involvement occurs when they have expe-
rienced something in a specific flow (autotelic), which is
intrinsically motivated, and what they did is useful
(Csikszentmihalyi, 1990). The definition proposed by
Csikszentmihalyi reflects that flow occurs from general ex-
perience when individuals are absorbed in their activities.
Thus, experiences are a person’s feelings and emotional
states during specific activities (Chou and Ting, 2003).
Moreover, gamers could be in a tactical involvement that
represents their flow with all the decision-making processes
of playing games. Flow includes functional interactions with
in-game rules (Juul, 2005). Here, this study uses advertise-
ments that appear as intruders. The advertisements are de-
signed to get individuals to succeed in stimulating other
people’s cognitive flows due to their ability to gain an ad-
vantage through their play. The advertisements will also
create a condition emphasising personal achievement by
searching for ideal cognitive involvement conditions. Con-
versely, affective involvement emphasises personal perfor-
mance in an emotional state, such as a person’s mood (Soni,
2017).
4 Journal of General Management 0(0)
Continuing use of mobile game apps
The concept of continuance (i.e. continuing to do something)
is an information systems process which has, in this case,
undergone various implementations to make it sustainable
(Zmud, 1982). Bhattacherjee (2001) proposed a new ad-
vanced acceptance model for information systems, which
explained users’ intentions to reuse information systems.
This model focused on post-acceptance activities. The user’s
intention to continue to use something is determined by their
satisfaction with their past use of the information systems and
the perceived benefits of using a sustainable information
system. Bhattacherjee (2001) argues that users with a higher
level of satisfaction tend to have a stronger intention to use
online channels in an online context.
The determining factors in this study are the users’ flow
state, consisting of cognitive and affective categories (Lee
and Kwon, 2011). These determinants will be decisive in
continuing to use mobile apps. The process of individuals’
flow states begins with the basic rules and concepts of their
experiential value, flow state and the continued use of the
apps (Csikszentmihalyi, 1990; Kapferer and Laurent, 1993;
Mathwick et al., 2001; Varshneya and Das, 2017). Then, the
authors infer that an experiential value process must be
undertaken to form the user’s flow state so that the user can
decide whether to continue using the mobile game apps.
Wang et al. (2019) state that the intention to continue using is
driven by the users’ satisfaction and the perceived benefits
from their prior experience using game apps.
Word of mouth
Brown et al. (2005) suggest that word-of-mouth communication
(WOM) is essential for marketing research, and its integration
into marketing communication is well-known. This study posits
that WOM shapes consumer attitudes and behaviour (Harrison-
Walker, 2001). Katz and Paul (1955) reveal that WOM is a
source of information for expanding marketing. Valaei and
Nikhashemi (2017) state that WOM is the oldest media tac-
tic in which customers’ opinions about services, brands or
products are developed and distributed to non-commercial
users. This study infers that information becomes a powerful,
persuasive force, especially for dissemination. WOM is in-
tangible and provides relevant knowledge to other parties before
they buy the product (Baysinger et al., 1985). Then, this study
argues that WOM influences customers’ attention by providing
insight into others (Hinz et al., 2011) and influences others
through interactions (Cialdini, 1993). Finally, this study con-
siders that customer experience in messages leads others pos-
itively or negatively (Kempert et al., 2011).
This research argues that WOM influences the cinema
audience positively or negatively through random conversa-
tions. Moreover, Kim et al. (1991) find that pre-use attitudes
about a product can be affected by WOM. This study infers that
WOM influences the behaviour of customers who have
cognitive and affective involvement in a product. This study,
therefore, argues that the users’ experiential values of game
applications develop a flow process in their cognitive and
affective involvement. If game users are in the process of
getting feedback, they could influence other players. More-
over, they could also be affected by other players.
Hypotheses development
Experiential value and flow state
Smith and Colgate (2007) argue that customers’ experience is
how a product or service creates experiential values that
ultimately can shape their cognitive and affective involve-
ment. For this reason, experiential values could be defined as
a person’s flow state when his/her cognition and affection are
focused on an activity he/she is unaware of, separating it from
spontaneous and dynamic activities. The users’ experiences
could be a business opportunity – with knowledge dissem-
ination and communication among customers – for a com-
pany. Moreover, companies can exchange their customers’
experiences with other customers so that they become im-
pressed with a product or service (Pine and Gilmore, 1998).
Most firms usually try to compete and provide an excellent
experience for their customers (Pine and Gilmore, 1998). In
other words, customers may get a pleasant experience be-
cause the travelling business’s advertisement has influenced
their cognitive flows. Likewise, whether it is drawn in the
context of this research, advertising gaming apps that in-
terfere with a person’s benefits by giving points or rewards
will form the users’ cognitive flows. In this study, involve-
ment occurs when the user is completing a game. Thus,
involvement in a game is a situation that motivates a user to
exert cognitive flows in their effort to play a game without
any disturbance (Lee and Faber, 2007).
Users’ experiential values include escapism, enjoyment,
social affiliation, visual appeal and entertainment (Greussing
and Boomgaarden, 2019; Okazaki, 2008; Wang et al., 2018;
Wei and Lu, 2014). Thus, the results achieved reduce and
increase the value of the experience; the users will have a
specific mental focus on their experience when fully involved
in the game’s activities. Thus, this study has led to occu-
pational and cognitive behaviour therapies explaining when
users adjust their cognitive flows. By using occupational
therapy, people can concentrate on their activities because
their workload within their experiential values will occupy
them. On the other hand, by using cognitive-behavioural
therapy, a person could focus on their cognitive rationale
because they benefit when their cognition is in a state of flow.
This study argues that advertising affects users’ cognition and
affection. Therefore, it constructs the following hypotheses:
H1: Users’ experiential values, which are escapism (H1a),
enjoyment (H1b), social affiliation (H1c), visual appeal
(H1d) and entertainment (H1e), influence their cognitive
flows positively.
H2: Users’ experiential values, which are escapism (H2a),
enjoyment (H2b), social affiliation (H2c), visual appeal
(H2d) and entertainment (H2e), influence their affective
flows positively.
Flow state and the continuing use of mobile
game apps
This study uses occupational and cognitive-behavioural
theories to show the adjustment processes of the users’
cognitive flows (Beatty and Kahle, 1988; Benjamin et al.,
2011; Zhipei et al., 2014). It shows the users’ goal
Sumiyana and Siahaan
achievement, which is to understand their dynamic ex-
perience (Csikszentmihalyi, 1990). The flow theory ex-
plains the phenomenon focused on the user’s experiences
(Csikszentmihalyi, 1989). This study considered the users’
cognitive flows constructed from phenomena or personal
experiences rather than personality traits. The logic of the
flow theory strengthens this research’s arguments that
personal experiences influence the users’ intention to use
mobile game apps because their cognition and affection
have been in a flow state. Furthermore, when the users’
experiential values occur and build their cognitive flows,
they will always decide to continue using mobile game
apps. In other words, they will not stop their use of the
apps. Thus, this study develops the following hypotheses:
H3: Users’ cognitive (H3a) and affective (H3b) flow
positively influence their continuing use of mobile game
apps.
Flow state and WOM
WOM communication influences other customers’ sustain-
ability, which plays a role in one’s cognitive and affective in-
volvement (Aroean et al., 2019). Libai et al. (2010) argue that
WOM could make users’ experiences more significant than
other sources of information because it has a higher level of
similarity between senders and recipients. Varshneya and Das
(2017) argue that customers who face psychological tension
stimulate others to share experiences when involved in an
adventure. Therefore, WOM could be considered an input to
consumer decision-making in the purchasing process (Bone,
1995). This study infers that WOM is essential for service
providers and game developers. It, therefore, examines the
relationship between the users’ experiential values and WOM in
a game application. In other words, it investigates users’ cog-
nitive and affective engagement processes due to WOM. From
another perspective, this study applies occupational therapy and
cognitive-behavioural therapy in explaining advertisements. It
argues that advertisements could increase the players’ flow
because their cognitive and affective involvement is formed
when playing game applications. Then, when players are in a
state of flow, they are stimulated by their pleasure. So, users
would not only continue the game for themselves but also they
promote other players to try the game through WOM. For this
reason, the research develops the following hypotheses:
H4: Users’ cognitive (H4a) and affective (H4b) flow
positively influence their word of mouth in mobile game
apps.
This research constructs a conceptual framework that
relates to all the hypotheses. It makes a series of all the
hypotheses, as presented in Figure 2 below.
Research method
Sample and measurements
This study explains the importance of the grand theories, which
have described the relationship between experiential values and
involvement. To find out the importance, the researchers used
5
two research methods. The first was a survey, and the other a
quasi-experiment. With the survey, this study investigated the
state of involvement of individuals, which began with the
experiential values they obtained from gaming apps (Kapferer
and Laurent, 1993; Mathwick et al., 2001; Varshneya and Das,
2017). Then, these experiential values were used to form an
individual cognitive and affective flow (Csikszentmihalyi,
1990). For its second method, this study conducted a quasi-
experiment to explain the occupational and cognitive-
behavioural therapies when individuals are involved in a
game app. This research used individual subjects – the players
of the game – who have been exposed to advertisements when
they played games. Because of the advertisements, the indi-
viduals would get benefits, such as gifts, points or credits.
This study took respondents who were young Indonesian
gamers. A five-point Likert scale was used in the ques-
tionnaire. The question items for each construct are presented
in Appendix A. This study used the same variables as several
extant studies. It underlined that these extant studies had
tested the face and content validities. However, this study
made minor modifications so that the questionnaire’s items
matched the content of this study, as presented in Table 1.
Data collection and analysis
This study collected data using a web questionnaire (Ebert
et al., 2018). The questionnaire used Google Forms and was
sent to each respondent in various locations in Indonesia.
Then, the data were collected over 2 months to allow suf-
ficient time for the respondents to reply. Questionnaires were
sent to individuals who had already played either the ‘Deer
Hunter’ or ‘Smashing Rush’ game. This study could not
identify whether respondents were addicted to the two games.
The respondents played the game every day, on average. All
the respondents (55% male and 45% female) represent
gamers aged from 17, or turning 17, to 25; they were cat-
egorised as the younger generation in the range of adoles-
cents and younger adults (Festl et al., 2013; Scharkow et al.,
2015; Thompson et al., 2015). This study protects the re-
spondents’ confidentially; the survey was conducted without
any obligation for them to put their name, birthdate or address
on the completed questionnaire.
After collecting the respondents’ data, the researchers
tested the data’s validity and reliability. Then, we tested all
the hypotheses using structural equation modelling (SEM) to
determine the causal relationship among the variables con-
structed in this study’s model. This study tested the reliability
and validity of the data. It then measured each model to assess
its goodness of fit compared to the normative-standard value.
This study took into account the goodness-of-fit criteria of
chi-square statistics, CMIN/DF (minimum chi-square, degree
of freedom), CFI (comparative fit index), AIC (Akaike in-
formation criterion), TLI (Tucker-Lewis index) and RMSEA
(mean root square of approximation).
Statistical results
Data’s description
This study collected information from 410 respondents. Five
respondents were excluded because they did not fit the
6 Journal of General Management 0(0)

Figure 2. Research model.

Table 1. Variable definitions.

Variables Items Operational definitions

Cognitive involvement: Zaichkowsky 5
(1994)
Affective involvement: Zaichkowsky
(1994)
Escapism: Hirschman (1983)
Enjoyment: Green et al. (2004)
Social affiliation: Bloemer et al. (2003) 4
Visual appeal: Tsai et al. (2010)
Entertainment: Pine et al. (1999)
WOM: Miller and Tucker (2013)
Continuing intention to use:
Bhattacherjee (2001)
It emphasises one’s level of relevance regarding an object that forms the individual’s
information process based on functional (utilitarian motives). It also explains the
individual’s achievement of their idealisation of an object.
5 It emphasises people’s relevance level based on emotional attraction in expressing their self-
image. Individuals’ emotions can exist due to utilitarian motives. It explains artistic values
depending on the interaction of stimulus and person.
6 It emphasises individuals’ desire to avoid inconvenience in their lives. It is not due to the
intellectual quality but rather to its usefulness as a mechanism to reduce anxiety.
4 It refers to the individual’s affective response, which gives pleasure to them as a stimulus and
its consequences which furtherly will create a better mood.
It emphasises interpersonal relationships, which are involved in social interactions with
others.
3 It is related to the object’s attractiveness, design and beauty of its appearance. It refers to the
striking visual elements, which include colour, interior design, graphic layout and
photographic quality.
3 It explains individuals’ passive behaviour in absorbing visual appeal through their senses.
3 It emphasises implementing information strategies regarding the services, brands, or
products developed and disseminated to other non-commercial customers.
3 It shows the motivations of individuals to continue using game apps in the long run.

research criteria or had never played a game that featured
advertisements. The final number of respondents used in the
study came to 405. Male respondents (55%) dominated the
study’s data. Approximately 56% of the respondents were in
the age range of 17–25 years old. In addition, we noted that
1% of the respondents we collected were turning 17.
Meanwhile, 74% of the respondents played games fre-
quently. Thus, it can be concluded that gamers are mainly
from the younger generation. Therefore, we believe the re-
search predominantly involved gamers with cognitive ma-
turity, usually adolescents and young adults. Detailed
demographic information about the respondents is presented
in Table 2.
Descriptive statistics
Table 3 presents the descriptive statistics showing each
variable’s research data by presenting the minimum, maxi-
mum, mean, median and standard deviation values. The
standard deviation of all the data indicates a number below
the mean. On the other hand, the data’s aggregate indicated
that some variables had a mean value of more than 2.00 and
were close to 3.00. Most mean values were below their
median, except for affective involvement and continuous use.
This study infers that the data will support the hypotheses
through descriptive statistics.
Reliability and validity test results
This study examined convergent and discriminant validities
using a confirmatory factor analysis (CFA). All the variables
had convergent validity due to their loading factors above 0.5
(Fornell and Larcker, 1981). Thus, this study concluded that all
the item questions could be loaded into each variable. It
concluded that all the variables had convergent validity within
each construct. The authors measured the validity of the
variables using the corrected item-total correlations. This
statistical analysis noted that Question 2 in the variable of
Sumiyana and Siahaan 7

Table 2. Respondents’ demography.

Categories Type of respondent Number Percentage (%)

Sex Male 224 55

Female 186 45
Age Below (turning) 17 6 1
17-25 230 56
26-35 144 35
Above 36 30 7
Gaming activity Every day 139 34
Every week 124 30
Never 41 13
Seldom 106 26
Manipulation check Yes 305 74
No 105 26

Table 3. Descriptive statistic. CMIN/DF standard value, its model met the standard of
3.979. The result of the RMSEA showed its closeness to the
Variable Min. Max. Mean Median Std. Dev.
cut-off standard, which was 0.099. The TLI and CFI values
Affective involvement 1.00 5.00 3.12 3.00 1.2669 were also more than the standard value. They also showed
Cognitive involvement 1.00 5.00 2.65 2.00 1.2431 results that were close to the cut-off standard. The study’s
Enjoyment 1.00 5.00 2.48 2.00 1.2303 model was a medium fit based on the CFI and TLI values.
Entertainment 1.00 5.00 2.41 2.00 1.1717 This research argues that its model had the goodness-of-fit
Escapism 1.00 5.00 2.82 3.00 1.2166 due to its AIC default, which resulted in a small value and
Social affiliation 1.00 5.00 2.97 3.00 1.1016 was close to AIC saturation. Statistical results showed that
Visual appeal 1.00 5.00 2.74 3.00 1.1027 the research model mainly met the standards. This study
Positive WOM 1.00 5.00 2.93 3.00 1.2314 concluded that the model had marginal goodness of fit, as
Continuing use 1.00 5.00 3.04 3.00 1.2352 shown in Table 5. In other words, this research recognised a
Note: n = 405. resulting model was ranked as a medium in its goodness-of-
fit but showed its nomological validity. Moreover, most of the
associations showed profound statistical significance. Thus,
social affiliation had a value of 0.446. It forced the item the authors believe that the statistical and model inferences
question to be included in the further analysis because it did not are undoubtedly (Curbow et al., 2000; Kaiser, 1974;
influence the final result. The corrected item-total correlations Schreiber, 2021) due to the higher than standardised
showed that each variable had discriminant validity because measurements.
the r-count for each item question was more than its calculated In Table 6 above, the analysis shows that most of the
r-table count. Statistical results show that the r-table in this hypotheses in the research model are supported. Thus, hy-
study was 0.3291. Thus, this study concluded that each var- potheses H1b, H1c, H1d and H1e are supported since every
iable had discriminant validity because the corrected item-total associative formulation is positive and significant. For ex-
correlations exceeded the expected cut-off value. ample, the association between the users’ enjoyment and
This study used Cronbach’s alpha and composite reliability cognitive flow has a beta coefficient of 0.055 and a CR-value
to test the data’s reliability. All the variables were calculated as of 3.263, significant at 5%. Therefore, the authors conclude
reliable because the values for Cronbach’s alpha and the that experiential values, except escapism, affect gamers’
composite reliability were more than 0.70 (Hair et al., 2013). cognitive flows. The statistical analyses on the relationship
The lowest value of Cronbach’s alpha was 0.772, the social between gamers’ experiential values and affective flows
affiliation variable. Moreover, Joreskog’s rho value was higher show the same results. Therefore, this study supports
than 0.9 for all the supported variables. Therefore, the result hypotheses H2b, H2c, H2d and H2e. These supports imply
showed the study’s reliability, with 0.973 being the lowest that experiential values, except for escapism, influence
value. It meant that all the variables were reliable. Further- gamers’ affective flows. In this study, the unsupported
more, the authors believe that this study’s measured variables hypotheses are H1a and H2a. The analysis shows Hy-
are relevant to determine gamers’ beliefs, attitudes and be- pothesis H1a had a negative beta coefficient ( 0.064), and
haviours. Moreover, as proposed by this research model, we its CR-value ( 0.235) exceeded the significant standard
demonstrate that each measured variable could differentiate value.
gamers’ experiential values in simultaneous discriminant and The statistical results show that hypotheses H3a and H3b
convergent validities. Table 4 presents the detailed test results are supported. Gamers’ cognitive flows have a statistically
of reliability, convergent and discriminant validity. significant positive influence on continued game app use.
This study argues that gamers want to continue using game
apps, although advertisements interrupt their cognitive flow.
The model’s goodness of fit test
Moreover, the gamers’ cognitive flow (H4a and H4b) sta-
The structural model’s analysis showed that the research tistically significantly influences their use of word of mouth
model had a goodness-of-fit. When this study used the about game apps. This study has highlighted that although the
8 Journal of General Management 0(0)

Table 4. Reliability and validity test results.

Corrected
item-total
Variables Items Factor loading AVE correlation Cronbach’s Alpha Jorescog’s rho (Rho_A) Composite reliability

Cognitive CGI1 0.922 0.686 0.851 0.914 0.973 0.915

CGI2 0.861 0.797
CGI3 0.686 0.672
CGI4 0.793 0.777
CGI5 0.859 0.805
Affective AFI1 0.878 0.705 0.822 0.922 1.006 0.923
AFI2 0.899 0.850
AFI3 0.747 0.726
AFI4 0.833 0.804
AFI5 0.834 0.790
Escapism ESP1 0.827 0.690 0.769 0.929 1.036 0.930
ESP2 0.885 0.833
ESP3 0.926 0.872
ESP4 0.867 0.820
ESP5 0.710 0.714
ESP6 0.750 0.756
Enjoyment ENJ1 0.847 0.800 0.820 0.941 0.995 0.941
ENJ2 0.893 0.866
ENJ3 0.926 0.881
ENJ4 0.910 0.868
Social SA1 0.825 0.618 0.590 0.772 1.059 0.772
Affiliation SA2 0.565 0.446
SA3 0.701 0.708
SA4 0.603 0.608
Visual Appeal VA1 0.868 0.756 0.811 0.903 0.997 0.903
VA2 0.864 0.813
VA3 0.877 0.800
Entertainment ENT1 0.853 0.761 0.804 0.905 1.005 0.905
ENT2 0.900 0.843
ENT3 0.864 0.782
WOM WOM1 0.884 0.804 0.840 0.925 1.007 0.925
WOM2 0.924 0.868
WOM3 0.876 0.827
Continuing CIPA1 0.835 0.757 0.785 0.903 0.989 0.903
Use CIPA2 0.881 0.799
CIPA3 0.893 0.837
Note: CGI (cognitive involvement), AFI (affective involvement), ESP (escapism), ENJ (enjoyment), SA (social affiliation), VA (visual appeal), ENT (enter-
tainment), WOM (word of mouth), CIPA (continuing intention to use).

Table 5. Model’s validity results. Discussion and implications

Criteria Cut-off standards Model This study found that the experiential values of social af-
Chi-square — 2,307.570 filiation, pleasure and entertainment influence users’ cogni-
Probability ≥0.05 0.000 tive flows. It has been concluded that experiential values
CMIN/DF ≤5.00 3.979 influence the state of physical involvement. It was noted that
CFI ≥0.90 0.822 escapism – the exception – did not affect the users’ flow state
TLI ≥0.95 0.806 on cognitive or affective engagement because young gamers
RMSEA ≤0.08 0.099 are not easily interrupted by the appearance of advertise-
AIC — 2,551.570 ments. In addition, they are aware that free games are at-
tached to many adverts. Thus, gamers have no experiential
gamers faced adverts when playing the Deer Hunter and value of escapism; this does not influence their cognitive and
Smashing Rush game apps, they were still motivated to affective flows to stop playing games because they know the
continue using them. ads are temporary disturbances. Then, the authors inferred
This study proved its model’s 12 out of 14 hypotheses, that young gamers continually play games, searching for
showing a positive and significant relationship at standard gifts, scores and benefits that eliminate their escapist motives.
statistical values. Most associations are at a significance level On the other hand, young players usually want an exciting
of 5%, while others show a positive and significant rela- game, which can impact their enjoyment and visual interest
tionship at 1%. Figure 3 shows the results of the causality provided by the game application. This study considered that
testing of all the hypotheses on the whole research model. the experiential values of entertainment presented in the
Sumiyana and Siahaan 9

advertisements do not change their affection. The authors flows first and reflect their behaviour second; this is this
argue that users do not explore the advertisements when study’s rigorous contribution. Furthermore, this study has
playing game applications, despite them promoting rewards, concluded that experiential values affect attitudes. Otherwise,
points or credits. Thus, game applications should be re- the ordered relationship between individuals’ attitudes and
decorated with advertisements more attractively to give experiential values is a fallacy. It means that individuals’
young players pleasure (Aroean et al., 2019; Libai et al., cognitive flows do not function as the starting point for what
2010). In other words, the advertisements should make the an individual subsequently does. Thus, this study’s contri-
game users flow and attract them to continue to play game bution is that the ordered relationship among experiential
applications (Beatty and Kahle, 1988; Benjamin et al., 2011; values, cognitive flows and behaviour is correct and has
Zhipei et al., 2014). The authors infer that younger game critically valid reasoning.
users are usually characterised by self-determination, self- The conceptual revitalisation of Doob (1947) and Zajonc
righteousness and rigid thinking. This research found that the (1968) implied that Okazaki (2008); Reer and Krämer
cognitive and affective flow affects the continuing use of (2019); Vilnai-Yavetz and Rafaeli (2006) did not have crit-
game applications on an ongoing basis and by word of ical reasoning because all these studies were constructed with
mouth. the ordered relationship of cognitive flows, experiential
This research documented that individuals’ experiences values and behaviour. From a methodological perspective,
affect their cognitive flows, reflected in their behaviour. The this study argues that individuals’ experiential values cannot
ordered rule of experiential values, cognitive flow and be forced into being a mediating variable in the relationship
gamers’ behaviour could revitalise the constructed arguments between cognitive flows and behaviour. This study argues
of Doob (1947) and Zajonc (1968). These two researchers that experiential values are the beliefs that affect individuals’
argued that individuals’ experiential values, the starting involvement, and the relationship cannot be inverted.
point, move them to act and work at something. Individuals Moreover, it noticed that individuals’ involvement in cog-
identified that their experiential values affect their cognitive nitive flows supports Csikszentmihalyi (1990); Doob (1947);
Kapferer and Laurent (1993); Mathwick et al. (2001),
Varshneya and Das (2017); Zajonc (1968); (Jancenelle et al.,
Table 6. Statistical association results.
2019; Newell et al., 2019; Liao et al., 2021; Muthusamy and
Hypotheses Associations Coeff. CR-values Sig. Dass, 2021; Ciasullo et al., 2022). Therefore, the ordered
relationship of experiential values, cognitive flows and be-
H1a (+) CGI ← ESP 0.064 0.235 — haviour is the most theoretically valid. This ordered rela-
H1b (+) CGI ← ENJ 0.055 3.263 ** tionship is demonstrated by individuals’ beliefs affecting
H1c (+) CGI ← SA 0.065 2.262 **
their involvement and then being reflected in their behaviour.
H1d (+) CGI← VA 0.063 2.176 **
Moreover, this study refuted the ordered relationship of
H1e (+) CGI ← ENT 0.066 4.796 ***
cognitive flows, experiential values and behaviour in
H2a (+) AFI ← ESP 0.047 0.755 —
methodological research.
H2b (+) AFI ← ENJ 0.047 9.695 ***
H2c (+) AFI ← SA 0.048 2.308 ** This research contributes to the strengthened validity of
H2d (+) AFI ← VA 0.046 2.736 ** the ordered relationship of experiential values, cognitive and
H2e (+) AFI ←ENT 0.049 4.499 *** affective involvement and behaviour. This study considers a
H3a (+) CIPA← CGI 0.062 2.637 ** game’s context as the basis for individuals’ consistent
H3b (+) CIPA← AFI 0.077 4.614 ** decision-making, even when distracted by adverts. Fur-
H4a (+) WOM← CGI 0.062 3.225 ** thermore, this research represents that the experiential value
H4b (+) WOM← AFI 0.078 5.662 ** gradually influences the gamers’ cognitive flows to continue
playing the game regardless of any intervention. Conse-
Note: CGI (cognitive involvement), AFI (affective involvement), ESP (escapism),
quently, occupational therapy (Csikszentmihalyi, 1990) and
ENJ (enjoyment), SA (social affiliation), VA (visual appeal), ENT (entertainment),
WOM (word of mouth), CIPA (continuing intention to use). Significance cognitive-behavioural therapy (Beatty and Kahle, 1988) can
signs are: *(p < 0.10), **(p < 0.05), ***(p < 0.01). be educational, behavioural and relevant to marketing

Figure 3. The statistical results of this study’s model.

10
strategies. First, Csikszentmihalyi (1989) suggested that
individuals’ activities could be instrumentalised with some
therapy, forming individuals’ beliefs that are applied daily
(Thompson et al., 2015; Townsend and Polatajko, 2007).
These studies argued that occupational therapies influence
individuals’ beliefs. The process of affective and cognitive
occupations could be the beliefs and values influencing in-
dividuals’ activities. From the learning acquisition per-
spective, the game applications developed by designers
should accommodate gamers with active kinetic learning
(Sumiyana et al., 2022; Sumiyana et al., 2022) as a practical
implication. In this learning process, gamers gain experiential
values, devolving their cognition constantly to engage with
the game. Thus, gamers are always in a cognitive flow state
with their experiential values. As an impact, individuals were
engaged with their goal orientation, task orientation, an
important role and others when undergoing some form of
therapy. This research, therefore, infers that occupational
therapy affects an individual’s beliefs and experiential values,
but occupational therapies do not directly influence indi-
viduals’ involvement, due to the impact of their beliefs and
values.
Second, this research posited Beatty and Kahle (1988);
Benjamin et al. (2011); and Zhipei et al. (2014), who dis-
closed cognitive-behavioural therapy (CBT). They sug-
gested that individuals’ emotions, thoughts and behaviour,
which are at the core of their beliefs, are influenced by
others. Furthermore, they argued that CBT could assist
individuals therapied by advertisements. Through this
therapy, individuals can find their strategy by moving from
unconsciousness to consciousness. In other words, indi-
viduals could identify their mental disorders with a
problem-focused strategy (Benjamin et al., 2011; Zhipei
et al., 2014). Consequently, this study demonstrates prac-
tical implications. Hence, it argues that game developers
and designers should innovate applications to treat gamers’
cognition, so these apps emphasise learning with sums of
sequentially experiential values. In other words, we dem-
onstrate the need to develop game applications to act as a
therapy for gamers’ cognition first, making their cognitive
state flow continuously. Inversely, we recommend that
developers and designers not occupy gamers’ activities
eventually. This study also argued that CBT focuses on
changing individuals’ thoughts, beliefs, attitudes and be-
haviour. Finally, this study concluded that CBT applies
regardless of whether the ordered relationship is an expe-
riential value, a cognitive involvement, or a type of be-
haviour. The first therapy focuses on an individual’s beliefs
when facing pseudo-discrimination or over-generalisation
of his/her beliefs due to advertisements. From a manage-
ment scientist’s perspective, the authors explain that the
effectiveness of marketing strategies is correlated with the
experiential value cycle and the marketing party, especially
when presenting adverts in a game application. Thus, this
correlation produces general management control of game
app lifecycle measures, especially inanimated apps. In
addition, it supports the paradigm shift for transforming
game apps to match the dynamics of the users’ cognitive
fits. Furthermore, this strategy design contributes to the
scope of management scientists to identify the adverts’ fit-
modelling that can continuously influence the gamers’
Journal of General Management 0(0)
experiential values. As a result, gamers always involve their
focused cognition and affection in running the games.
Conclusion and future research
This study finds that experiential values, enjoyment, social
affiliation, visual appeals and entertainment influence cog-
nitive flows. Meanwhile, an experiential value does not in-
fluence either cognitive or affective flows. This research
concluded that experiential values still influence involve-
ment. It notes that escapism probably does not influence
involvement since young gamers are not easily disturbed by
the appearance of adverts. Younger gamers are usually
marked by their high self-determination, self-righteousness
and obstinacy in thinking. Finally, this study finds that
cognitive flows influence the continuing usage of game apps
and word of mouth in the second stage. From the angle of all
the associations in this study’s model, it is concluded that the
ordered logic of experiential values, involvement and con-
tinuing usage has the most critical validity. Otherwise, the
inverse relationship, involvement, experiential values and
continuing usage would be a form of uncritical logic. It would
mean that scientific knowledge could not critically account
for the inversion of the ordered relationship. Therefore, this
study argues that this inversion should not be maintained. In
other words, it recommends restoring science and knowledge
as philosophically rigorous science and knowledge.
This study argues that the ordered logic of experiential
values, involvement and continuing usage is correct. Then, two
concepts about occupational and cognitive-behaviour therapies
can be held to construct individuals’ attitudes and intentions.
Thus, psychologists can use occupational and cognitive-
behaviour therapies to restructure (cure) individuals suffering
from cognitive distortions such as denial, psychological pro-
jection, parataxical integration, preference, etc. Ultimately,
Doob (1947) and Zajonc (1968) argued that experiences caused
individuals to construct their beliefs and value systems. This
study argues that adverts influence customers’ beliefs and
values. Individuals who construct their beliefs and values are
engaged in cognitive flows or involvements.
This study opens up opportunities for future research.
First, the ordered logic of experiential values, involvement
and continuing usage could be investigated for the existence
of any mitigation and modification of the cognitive bias.
Psychologists could only restructure the bias’s mitigation and
modification during an individual’s cognitive flow stage,
treating the differential magnitudes of users’ flow states.
Thus, this restructured process would be better investigated
by using the experimental research design. Second, new
research could introduce the psychological attachment theory
into this study’s model. In addition, cognitive and affective
attachments would also consider personal relationships or
social interactions. This new research could be designed
using experimental designs, which would be treated with
social interaction and differentiated by regulation, repetition
(or not) and other methods. Thus, high-low social networking
that influences the high-low attachment has consequences for
users’ flow involvements that further affect the continuing
use of the game. Third, this research recognised the quasi-
experiment, possibly producing low conclusion validity due
to the lagged time for the respondents to complete the
Sumiyana and Siahaan
questionnaires compared to the true experiment. In addition,
we recognised this study’s low generability, resulting in
future research focussing on true experiments regarding
cognitive and occupational therapies.
Author’s Note
Professor in Accounting and Information Systems, Faculty of
Economics and Business, Universitas Gadjah Mada, Indonesia. We
appreciated and took notes of all suggestions and comments from
the interim seminars at this university.
Declaration of conflicting interests
The author(s) declared no potential conflicts of interest with respect
to the research, authorship, and/or publication of this article.
Funding
The author(s) disclosed receipt of the following financial support for
the research, authorship, and/or publication of this article: This work
was supported by the Gadjah Mada University’s Research Direc-
torate of 2021 financed this research up to publication..
Data Availability Statement
The datasets generated during and/or analyzed during the current study
are available from the corresponding author upon reasonable request.
ORCID iDs
Sumiyana Sumiyana  https://orcid.org/0000-0002-1518-9681
Nur Halimah Siahaan  https://orcid.org/0000-0003-1370-8588
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Appendix A
Questionnaire items
Cognitive involvement (Koo, 2009; Mathwick
et al., 2001; Zaichkowsky, 1994)
To me, the ads in Deer Hunter or Smashing Rush gaming
apps (which gives reward/point/credits) are:
1. Unimportant vs Important
2. Worthless vs Valuable
3. Irrelevant vs Relevant
4. Meaningless to me vs Meaningful to me
5. Not to be Needed vs Needed
Affective involvement (Koo, 2009; Mathwick
et al., 2001; Zaichkowsky, 1994)
To me, the ads in Deer Hunter or Smashing Rush gaming
apps (which gives reward/point/credit) are:
1. Boring vs Interesting
2. Unexciting vs Exciting
3. Unappealing vs Appealing
4. Mundane vs Fascinating
5. Uninvolving vs Involving
Escapism (Hirschman, 1983; Koo, 2009; Mathwick
et al., 2001)
1. Looking at the ads in Deer Hunter or Smashing Rush
gaming apps, I felt I was in a different world.
2. I felt like a different person while looking at the ads in
Deer Hunter or Smashing Rush gaming apps.
3. When looking at the ads in the Deer Hunter or
Smashing Rush gaming apps, they let me imagine I
am someone else.
4. I felt I played a different person while looking at the
ads in Deer Hunter or Smashing Rush gaming apps.
5. While looking at the ads in Deer Hunter or Smashing
Rush gaming apps, I forgot about my daily routine.
6. While looking at the ads in Deer Hunter or Smashing
Rush gaming apps, I completely escaped reality.
Enjoyment (Green et al., 2004; Koo, 2009;
Mathwick et al., 2001)
1. Watching ads in Deer Hunter or Smashing Rush
gaming apps is exciting.
14
2. Watching ads in Deer Hunter or Smashing Rush
gaming apps is fun.
3. Watching ads in Deer Hunter or Smashing Rush
gaming apps is interesting.
4. Watching ads in Deer Hunter or smashing Rush
gaming apps excites me.
Social affiliation (Bloemer et al., 2003; Koo, 2009;
Mathwick et al., 2001)
1. Watching ads in Deer Hunter or smashing Rush
gaming apps makes me feel friendly and talkative to
others.
2. I enjoy being a part of a community.
3. I usually talk to others when watching ads in Deer
Hunter or Smashing Rush gaming apps.
4. Watching ads in Deer Hunter or Smashing Rush
gaming apps makes me talk to other people.
Visual appeal (Koo, 2009; Mathwick et al., 2001)
1. The Deer Hunter or Smashing Rush gaming apps
display their ads attractively.
2. The ads in Deer Hunter or Smashing Rush gaming
apps are aesthetically appealing.
3. I like the way the ads on the Smashing Rush gaming
app look.
Journal of General Management 0(0)
Entertainment (Koo, 2009; Mathwick et al., 2001;
Pine et al., 1999)
1. How the ads in Deer Hunter or Smashing Rush
gaming apps were shown was amusing.
2. How the ads in Deer Hunter or Smashing Rush
gaming apps were shown was entertaining.
3. I enjoyed looking at the ads in Deer Hunter or
Smashing Rush gaming apps.
Word-of-Mouth (Koo, 2009; Mathwick et al.,
2001; Miller and Tucker, 2013)
1. I transmit my personal experience from this game to
other people I know.
2. I recommend this game to other people I know.
3. I talk about this game to people I am familiar with
them.
Continuing Use (Bhattacherjee, 2001; Koo, 2009;
Mathwick et al., 2001)
1. I would want to play Deer Hunter or Smashing Rush
games in the future.
2. I would recommend Deer Hunter or Smashing Rush
games to my friends or others.
3. I would play Deer Hunter or Smashing Rush games
more frequently.