Can Gamification Increase Consumer Engagement? A Qualitative Approach on a Green Case

Lounis, Stavros; Neratzouli, Xanthippi; Pramatari, Katerina

doi:10.1007/978-3-642-37437-1_17

Cited by 21 publications

(12 citation statements)

References 14 publications

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“…Organizations have used gamification to encourage targets of influence to complete tasks that may be viewed as boring, unpleasant, or unnecessary by making the tasks seem more rewarding and fun. For example, gamification has been used for facilitating workplace training [ 31 ] and cultivating consumer engagement [ 32 ]. “Serious games” have been receiving attention particularly in the domain of health [ 33 , 34 ], where the games have been used for a variety of interventions, including increasing physical activity [ 35 , 36 ], slowing cognitive decline [ 37 ], improving driving skills [ 38 ], and educating on self-management of health conditions [ 39 ].…”

Section: Introductionmentioning

confidence: 99%

Impact of Game-Inspired Infographics on User Engagement and Information Processing in an eHealth Program

Comello¹,

Qian²,

Deal³

et al. 2016

J Med Internet Res

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BackgroundOnline interventions providing individual health behavior assessment should deliver feedback in a way that is both understandable and engaging. This study focused on the potential for infographics inspired by the aesthetics of game design to contribute to these goals.ObjectiveWe conducted formative research to test game-inspired infographics against more traditional displays (eg, text-only, column chart) for conveying a behavioral goal and an individual’s behavior relative to the goal. We explored the extent to which the display type would influence levels of engagement and information processing.MethodsBetween-participants experiments compared game-inspired infographics with traditional formats in terms of outcomes related to information processing (eg, comprehension, cognitive load) and engagement (eg, attitudes toward the information, emotional tone). We randomly assigned participants (N=1162) to an experiment in 1 of 6 modules (tobacco use, alcohol use, vegetable consumption, fruit consumption, physical activity, and weight management).ResultsIn the tobacco module, a game-inspired format (scorecard) was compared with text-only; there were no differences in attitudes and emotional tone, but the scorecard outperformed text-only on comprehension (P=.004) and decreased cognitive load (P=.006). For the other behaviors, we tested 2 game-inspired formats (scorecard, progress bar) and a traditional column chart; there were no differences in comprehension, but the progress bar outperformed the other formats on attitudes and emotional tone (P<.001 for all contrasts).ConclusionsAcross modules, a game-inspired infographic showed potential to outperform a traditional format for some study outcomes while not underperforming on other outcomes. Overall, findings support the use of game-inspired infographics in behavioral assessment feedback to enhance comprehension and engagement, which may lead to greater behavior change.

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Section: Introductionmentioning

confidence: 99%

Impact of Game-Inspired Infographics on User Engagement and Information Processing in an eHealth Program

Comello¹,

Qian²,

Deal³

et al. 2016

J Med Internet Res

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“…The hypothesis is based on the basic competence of gamification, namely that the use of game mechanisms and game elements can direct human behaviour in a desired direction [6,42]. Gamification motivates people to show a desired behaviour [12]. For example, Murray and Bellman [43] report a positive effect of gamification on purchasing behaviour, and Lounis, Neratzouli, and Pramatari [12] have shown that gamification can increase the willingness to pay for sustainable products.…”

Section: Methodsmentioning

confidence: 99%

“…Gamification motivates people to show a desired behaviour [12]. For example, Murray and Bellman [43] report a positive effect of gamification on purchasing behaviour, and Lounis, Neratzouli, and Pramatari [12] have shown that gamification can increase the willingness to pay for sustainable products. Siemens et al [44] also concluded that gamification has a positive effect on consumer attitudes.…”

Section: Methodsmentioning

confidence: 99%

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Self-determination Theory as Mediator in the Nexus of Gamification and Customer Purchasing Behaviour

Gajanova

Radišić

2021

SHS Web of Conf.

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Gamification in marketing can be understood as the use of game mechanisms to motivate customers and encourage them to behave in a specific way and interact in some activities or communities in order to increase their satisfaction, loyalty and commitment, thereby contributing to brand building. There are many foreign works confirming the benefits of gamification. However, there is an absence of any known studies explicitly conducted into gamification within a marketing context in the Slovak Republic. This paper therefore attempts to address this kind of research gap and answer the question of whether gamification is a more effective form of promotion for improving the purchasing behaviour of customers in Slovakia. The results of the research confirm that gamification as part of sales promotion has a positive effect on the purchasing behaviour, search intentions and attitudes of Slovak customers. The results also indicate the positive mediation role of motivation based theory related to gamification and customer purchasing behaviour.

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“…The way to revive long-term behaviour that is intended to be stimulated in the short term could be addressed by introducing a process improvement mechanism and incentive tools that support psychological benefits in parallel to others in the form of external rewards [72]. In another sense, some authors speak of the "pro-environmental consciousness," which is fixed to broader personal values and shaped by personality traits, as well as by other social and cultural factors [73].…”

Section: Personal Valuesmentioning

confidence: 99%

How to Encourage Recycling Behaviour? The Case of WasteApp: A Gamified Mobile Application

Aguiar-Castillo

Rufo²,

Petra

et al. 2018

Sustainability

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Gamification lies in using elements explicitly designed for games in non-playful environments to achieve the player's commitment and to encourage the development of specific behaviors. These tools can also be used as persuasion when it is intended to influence users' behavior. The boundary would be in what we can call "gamipulation"-the use of game-design elements that impel the user towards undesired behaviors. Gamification has been identified as a promising strategy for achieving sustainable practice among citizens. Through an H2020 EU project, an application has been developed to attain these goals within the framework of some tourist cities. This study attempts to evaluate the intention to use this gamified-application based on premises such as expected benefits, expected threats, technical knowledge, and personal features. A theoretical model has been validated through a survey of 79 experts in some pilot cities before the use of the application. The results showed that only the expected social benefits and the perceived risks have a direct and significant influence on the intention to adopt the sustainability application based on gamification. Moreover, there is a moderating effect of perceived risk on the relation between expected functional benefits and the intention of using WasteApp. It is noteworthy that, although the perceived risks make the user recognize the functionality of the application with less intensity, these perceived risks do not make the user stop using WasteApp. Therefore, it is important to point out the implications derived from the study for the design of sustainability applications based on gamification, such as the need to give visibility of the user in the networks, to expose useful and difficult to obtain information from other sources, and to develop low-level game-design elements.

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Can Gamification Increase Consumer Engagement? A Qualitative Approach on a Green Case

Cited by 21 publications

References 14 publications

Impact of Game-Inspired Infographics on User Engagement and Information Processing in an eHealth Program

Impact of Game-Inspired Infographics on User Engagement and Information Processing in an eHealth Program

Self-determination Theory as Mediator in the Nexus of Gamification and Customer Purchasing Behaviour

How to Encourage Recycling Behaviour? The Case of WasteApp: A Gamified Mobile Application

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