All that glitters is not gold: An investigation into the undesired effects of gamification and how to mitigate them through gamification design |
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| Institution: | 1. University of Cologne, Department of Marketing and Brand Management, Albertus-Magnus-Platz 1, D-50923 Cologne, Germany;2. Seeburg Castle University, Seeburgstraße 8, 5201 Seekirchen am Wallersee, Salzburg, Austria;3. University of Bremen, markstones Institute of Marketing, Branding & Technology, Max-von-Laue-Straße 1, 28359 Bremen, Germany;1. UBC Sauder School of Business, University of British Columbia, Canada;2. Faculty of Business, Hong Kong Polytechnic University, China;3. Beedie School of Business, Simon Fraser University, Canada;1. University of Bochum, Sales Management Department, Universitätsstraße 150, 44801 Bochum, Germany;2. Vodafone GmbH, Ferdinand-Braun-Platz 1, 40549 Düsseldorf, Germany;3. jetlite GmbH, Hein-Saß-Weg 22, 21129 Hamburg, Germany;1. Broad College of Business, Michigan State University, East Lansing, MI 48824, United States;2. Leeds School of Business, University of Colorado, Boulder, CO 80309, United States;1. NEOMA Business School, 59 Rue Pierre Taittinger, Reims, France;2. SKIM, Friedrichstraße 76, 10117 Berlin, Germany;3. Korea University Business School, Korea University, Seoul 02841, Republic of Korea;4. Ohio State University, 2100 Neil Avenue, 43210 Columbus, OH, United States;1. The London School of Economics, United Kingdom;2. The McCombs School of Business, University of Texas at Austin, United States;3. Southeast University, Nanjing, China;1. Department of Marketing, Amsterdam Business School, University of Amsterdam, Plantage Muidergracht 12, 1018 TV Amsterdam, The Netherlands;2. University of Luxembourg, Esch-sur-Alzette, Luxembourg;3. Department of Marketing, School of Economics and Management, Tilburg University, Warandelaan 2, 5000 LE Tilburg, The Netherlands;4. Department of Marketing, Faculty of Economics and Business, KU Leuven, Naamsestraat 69, 3000 Leuven, Belgium |
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| Abstract: | Although gamification has received considerable attention from both researchers and practitioners, its influence on consumers remains ambiguous. This paper proposes that a negative process through decreased attention and a positive process through increased enjoyment explain the effects of gamification on different outcome variables. Study 1 examines these two processes and gamification’s downstream consequences on purchase intention and product information recognition. For purchase intention, the two processes operate in parallel and produce a null effect of gamification. For product information recognition, only the negative process emerges, resulting in a negative effect of gamification. Studies 2 and 3 focus on the negative effect of gamification on product information recognition and show that the negative effect disappears in gamification designs that link the game elements with meaningful information about the product (Study 2) or make consumers aware of the distraction potential of game elements (Study 3). The studies’ findings provide managerial insights into why not all gamification endeavors yield the desired results; they also specify two boundary conditions (i.e., meaningfulness and disclosure) that may help managers avoid potentially detrimental effects of gamification. |
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| Keywords: | Gamification Gameful experience Enjoyment Attention Meaningfulness Disclosure |
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