Virtual perceived emotional intelligence: How high brand loyalty video game players evaluate their own video game play experiences to repair or regulate emotions

The study examined high brand loyalty video game players' perceptions of their own emotional intelligence, ability to seek out gratifications, and how they evaluated their own media consumption experiences during video game play. A randomized national sample of six hundred and two participants (N = 602) ages 25-years-old to 35-years old was procured by a private company. They were asked to take a survey and answer questions about their own video game play habits related to the theories and variables. It was found that high brand loyalty video game players who perceived themselves to have high perceived emotional intelligence were inclined to seek out discernible gratifications from video game play, were aware of their feelings during video game play, and were able to obtain sought after gratifications. Practitioners should create strategies to evaluate high brand loyalty video game players' awareness during video game play, as this is a niche audience segment that possesses strong brand loyalty toward video game play and is likely to replay select video games.