Level Up! The Role of Progress Feedback Type for Encouraging Intrinsic Motivation and Positive Brand Attitudes in Public versus Private Gaming Contexts

Abstract

With the popularity of video games and the resulting gamification of everyday activities comes an increase in in-game advertising (IGA). As a result, video game players’ engagement and motivation to level-up or master a video game are becoming increasingly important for marketers hoping to increase exposure to their brands. Across two experimental studies, we provide evidence that games played publically (versus privately) are more motivating to players, and also demonstrate the important influence of feedback via building a character or completing a status bar. In study 1, we find that, for public gaming contexts, players experience more enjoyment, effort, and flow when progress is shown via building a character. Furthermore, in study 2 we extend study 1's findings and discover a moderated mediation model for brand attitudes. Specifically, the relationship between public gaming context and brand attitude is mediated by enjoyment and flow. Further, the mediation of enjoyment and flow is moderated by feedback type, where progress affects brand attitude when a character is used for game feedback, but not for status bar feedback. We examine our research questions within the context of intrinsic motivation, specifically self-determination theory.

Consumer microflow experiences

“…Flow has been demonstrated to be a critical factor of enjoyment and consumer attitudes in many marketing contexts that would fall in the middle range from deepflow to microflow , such as searching for information online (Mathwick & Ridgon 2004). The positive influence of flow has been supported in marketing contexts, suggesting that flow is a mediator of many positive consumer‐related outcomes (Siemens, Smith, Fisher, Thyroff, & Killian, ). We expect microflow to also mediate the relationship between the challenge of a task and subsequent attitudes toward that task (Figure ).…”

Well-Being and Throwing Speed of Women Handball Players Affected by Feedback

“…Rather, evidence is emerging suggesting that feedback provided to athletes is useful for learning motor skills [ 1 ] as well as having an effect on other variables that determine performance [ 2 ]. In this paper we present the results of a study regarding the impact that feedback has on different behavioral aspects in expert women players, such as motivation [ 3 , 4 , 5 , 6 ], motor learning [ 7 , 8 ], perceived competence [ 9 , 10 , 11 ]), self-efficacy and performance relationship [ 12 ], and well-being [ 13 ].…”

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

“…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. Based on this, gamification is expected to have a motivating strengthening effect, which leads to improved promotional efficiency by guiding purchasing behaviour in a desired direction.…”