Reality sucks! The science of escapism
7 Oct 2016
Reality sucks! The science of escapism

The allure of a virtual world – in which anyone could have magical powers and take risks without consequences – is evidenced by the fact that nearly 19 million people play video games in the UK alone. Canvas8 sat down with Dr. Andrew Kuo to understand why we actively escape into virtual worlds.

Dr. Andrew Kuo

Dr. Andrew Kuo is the John C. Hamilton Family Developing Scholar and V. Price LeBlanc professor of marketing at Louisiana State University. Dr. Kuo’s research interests include branding, corporate social responsibility, and new media, and his work has been published in journals such as the Journal of Consumer Research, the Journal of Consumer Psychology, and the Journal of Business Research. His most recent work includes research exploring the consumption of video games, participation in cosplay culture, and consumer escapism through media. Dr. Kuo also has expertise in biometric technologies such as eye-tracking, computer-assisted facial expression analysis, and galvanic skin response.