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Study: Racing Games Increase Desire To Purchase Cars

As everyone knows, it's extremely difficult for dealers to sell cars these days. The credit crunch and economic downturn has made many a salesman desperate...so maybe Polyphony should speed things up on Gran Turismo 5.

Don't see the connection? You should. According to GTPlanet, a recent study proves that driving a vehicle in a video game makes the player "50% more likely" to consider purchasing that same car at some point in the future. Dr. Kyle Murray and Robin Ritchie conducted the study and placed one person in a room with Project Gotham Racing and another in a room with a video feed of the game. And what happened?

"Not surprisingly, we found that people who played the game enjoyed the experience more than those who passively watched. More interesting was the finding that playing the game significantly increased the players’ attitude toward the brand of car they were driving relative to the watchers. That is, driving the virtual car in the video game increased how much players liked that brand of car in the real world.

This was true even for those who had little experience with this type of game and, as a result, spent their playing time crashing into walls and taking wrong turns. Moreover, those who played the game told us they were 50% more likely to buy that brand of car in the future than those who simply watched."

As GTPlanet concluded, car marketers and manufacturers ought to take notice. There isn't much they can do about it, of course, but a series like GT could really help to boost car sales a bit. Obviously, we don't expect a rush on the Ferrari dealership, but there are plenty of other affordable (or at least, semi-affordable) vehicles in the GT titles. Take us, for example. After driving around the 350Z Fairlady in Prologue, I so wanted that car! ...oh wait, I already had one at the time. Well, you get the point.

2/10/2009 Ben Dutka

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Comments (37 posts)

coverton341
Tuesday, February 10, 2009 @ 10:59:59 AM
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And everyone thought Ferrari Challenge was a dumb idea

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Tim Speed24
Tuesday, February 10, 2009 @ 11:10:20 AM
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Now they have to come out with a game called "The Big Three" here in America. Maybe that would get some people interested in stimulating the US economy.

I am enjoying driving the new Dodge Challenger in Midnight Club and I have to admit, I feel like looking at the real one.

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JoshuaAdam360
Tuesday, February 10, 2009 @ 12:09:13 PM

Just rode in a silver R/T.

Let me tell you man. Your love them cars. And maybe give a Mustang a look if you need to.;)

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BIG_E
Tuesday, February 10, 2009 @ 11:10:43 AM
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I'm one of those people that played GT and fell in love with cars. My cars of choice is the GTR and the Tommy Kierra zz2.

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JofaMang
Tuesday, February 10, 2009 @ 11:17:06 AM
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My greymarket JDM '93 skyline purchase has strong roots in my obsession with the GT series since GT1 was released.
(Canada allows any vehicle from anywhere, of at least 15 years of age, pretty much unfettered legal access to our roads.)

GT5 prologue has steered my wife towards a GTI, heh.

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ZubraZap
Tuesday, February 10, 2009 @ 11:22:05 AM
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AHAHAHA with what money?

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JoshuaAdam360
Tuesday, February 10, 2009 @ 12:18:18 PM
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And couldn't agree more ben.

Take a look at how the GT-R is sold in America right now. You think the average American knew what one was b4 Gran Turismo? Hell no. What about the Evo or STI when they where introduced? Cars of the "PlayStation Generation."

That game has influenced the automotive landscape. Introducing people to cars all over the world.

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Shadow_Ninja
Tuesday, February 10, 2009 @ 6:11:25 PM

dont forget the skyline...

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BTNwarrior
Tuesday, February 10, 2009 @ 12:18:54 PM
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GT5 had better have a ws6 trans am in it, that car has got to be the most affordable rediculously fast car on the american market. 16k-22k and 170mph stock It still ticks me off that they leave it out of every Gran turismo

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JoshuaAdam360
Tuesday, February 10, 2009 @ 12:30:46 PM

Yeah I hear that. I mean they have the Camaro so why not the FireBird?

I used to love the ram air models. Especially the FireHawk.

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www
Tuesday, February 10, 2009 @ 12:26:04 PM
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I expect Arnold to comment,where is he?

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tlpn99
Tuesday, February 10, 2009 @ 12:36:26 PM
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It doesn't make me want a car. I dont even own one now. Too damned expensive lol

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noshownogo
Tuesday, February 10, 2009 @ 12:46:27 PM
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i honestly discovered quite a bit from the Gran Turismo series regarding JDM cars e.g. Mitsubishi Evolutions, Subaru Impreza's, Nissan Skyline's, Honda Integra and NSX etc. Now i would expect that most manufacturers will not admit to playing Gran Turismo to develop benchmarks with regards to vehicles in the same segment but believe me, it happens.

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WorldEndsWithMe
Tuesday, February 10, 2009 @ 12:55:56 PM
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So hows about putting a PS3 in the car dealership and letting people take a spin? Then again they might then drive like a maniac on the real test drive :)

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Douchebaguette
Tuesday, February 10, 2009 @ 1:35:35 PM
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Thank God i don't play much racing games xD

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Scarecrow
Tuesday, February 10, 2009 @ 2:42:17 PM
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I want a Viper GTS :*(

But yes I agree with the article it sure does, makes us more educated 'bout cars.

Right now Nissan is my favorite car company, their cars LOOK good, feel good, and are priced very well.

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Arvis
Tuesday, February 10, 2009 @ 3:06:45 PM

2009 Dodge Viper GTS = Greatest Production Automobile Of All Time

You, sir, have good taste...

-Arvis

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Reccaman18
Tuesday, February 10, 2009 @ 4:34:19 PM

Nah, its the Corvette ZR1! lol But I do love me some Vipers.

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BTNwarrior
Tuesday, February 10, 2009 @ 4:54:52 PM

Yeah I'll have to back Reccaman on this one the ZR1 makes the new viper look like crap, at least on the stats side

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Xanavi23
Tuesday, February 10, 2009 @ 5:31:21 PM

Lol, on the stats side? The Viper has a 7:22 on the ring, fully adjustable race suspension(ACR), an 8.4L push-rod V10 with 600hp and matching torque. A pure bred sports car chassis and suspension even on the base model which still gives you 600hp for a starting price 86K US$. The ZR1 while being a great car even can't touch the SRT-10s bang for buck, it starts at 98k US$.
The cars are close but the Viper edges it out and costs less, not to mention the Viper doesn't have base C6 and Z06 brethren so its way more rare at only 2000 units produced a year. I don't care about exclusivity or rarity, but alot of buyers do, and bang for buck + Rarity can't be beat.

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BTNwarrior
Tuesday, February 10, 2009 @ 9:35:38 PM

the zr1 has 640 hp and 604 lbs of torque and with only a 6.2 liter V8

you are right about rarity, in that people are probably more intimidated when they see a viper than when they see a zr1 but you can't argue with results. It appears as if Corvette and Viper have switched places

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Xanavi23
Wednesday, February 11, 2009 @ 8:12:52 AM

Doesn't matter if the ZR1 has more hp from less engine. For your money, you get more motor in the Viper which on the highway translates into 25mpg average roughly. Also more engine in the Viper means you can run her even longer all day at track days, drag races and other competitions because with all that displacement, the cars motor is under less stress. It makes the power easy so its more durable. The Vette is very durable too, but with its Supercharger being stacked on top, it generates heat which doesn't help cooling so its under a bit more stress.

Rarity isn't about intimidation. You see, when people unlike us who don't know about cars even rich men, see a ZR1, they'll be inclined to think; "oh its just another Corvette" because not much physically save for the hood, sets it apart from its lower offerings visually.

There is no lower model of Viper, the ACR option can be fitted onto a Viper even if you didn't originally buy it with it. So when people see a Viper, there's no mistaking it for a lower/cheaper model like the ZR1 and say a base C6.
I don't care about rarity, again, but it is what it is.
Also, while the same applies to the ZR1, with the Vipers 8.4L V10, with bolt ons alone, you will make 100hp because they engine wants to make more power.

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Arvis
Wednesday, February 11, 2009 @ 1:15:20 PM

I don't know guys, I love me some Corvette, but why don't you all go take a look and see what car currently holds the world record lap time for production cars and Germany's sacred Nurburging race course?

"On the world's most demanding test track -- the Nürburgring, a 12.9-mile circuit in the mountains outside Nürburg, Germany -- the lap record is held by a 2009 Viper ACR, which bests even cars that cost five times as much."*

Cars aren't all about horsepower. It's about what the car can DO with all the power it has at it's disposal.

-Arvis

*source: http://usnews.rankingsandreviews.com/cars-trucks/6-Cars-That-Might-Not-Make-It-Past-2009/

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Xanavi23
Wednesday, February 11, 2009 @ 1:45:26 PM

Don't get me wrong, ive been idolizing the Corvette since i was 8 or less, i always have and will always love it in each and every generation. No model i don't love. However, i also love the Viper from its humble beginnings. It has proven itself time and time again.

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webberfan
Tuesday, February 10, 2009 @ 2:43:41 PM
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i wish they would put a ram srt-10 in there. i wanna get on for real and wanna drive it around virtually first.

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BTNwarrior
Tuesday, February 10, 2009 @ 4:58:21 PM

pretty sure they had it in 4, but still if they were to put a dodge truck in there wouldn't you rather have a diesl

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Xanavi23
Tuesday, February 10, 2009 @ 5:31:56 PM

They had a Ram 5.7Hemi, it was pretty fun to drive with the right suspension tuning. Goodtimes.

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keaton
Tuesday, February 10, 2009 @ 3:07:25 PM
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yeah i could see this, i would have to say though after watching transformers and seeing megan fox in one i wouldn't mind having a camaro

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Shadow_Ninja
Tuesday, February 10, 2009 @ 6:09:31 PM
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i can actually atest to that.
i am currently looking for a nissan 240sx s14 model....at a reasonable price...

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Im The Man
Tuesday, February 10, 2009 @ 7:30:21 PM
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man my evo will crush your weak ass "350Z" hahahahaha

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Xanavi23
Tuesday, February 10, 2009 @ 8:49:50 PM

Depends, on the 1/4Mile probabaly by a bit, around a track where the 350Z is a star, it would be close.

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Shadow_Ninja
Tuesday, February 10, 2009 @ 9:05:22 PM

the only two people who have a 350z on this website is ben and arnold. and i suggest you learn about cars before you start opening your mouth. horsepower sells cars, torque wins races. and yet the evo and 350z are about the same, considering evo has a turbo.

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Im The Man
Tuesday, February 10, 2009 @ 9:16:08 PM

@ ninja_gamer your ignorance screams profusely. I suggest you gain some intelligencee before opening your mouth. Go read a book then come holla at me once you have some knowledge haha

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Xanavi23
Wednesday, February 11, 2009 @ 8:14:42 AM

Doesn't matter if the Evo is turbo, both the Nissan V6 and 2B11(Evo motor) work well. They make good power, they get good fuel economy, when the owner is conservative and they both offer good weight distribution. Again, nothing wrong with a V6, and nothing wrong with a turbo 4. Not talking to you Josh.

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BeezleDrop
Tuesday, February 10, 2009 @ 9:26:12 PM
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Shebli Gt500's were performance vehicles. Very fast pv's. These days I have my eyes on an Audi TT.

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eLLeJuss
Tuesday, February 10, 2009 @ 9:31:38 PM
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I've always wanted a corvette :D since gt1

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Scarecrow
Wednesday, February 11, 2009 @ 2:00:02 AM

:D

GT1 great times...

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