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Högberg, Johan
Publications (10 of 10) Show all publications
Aas, T. H., Hjemdahl, K., Högberg, J., Nordgård, D., Olsson Ramberg, M. & Wästlund, E. (2019). Contextualizing mobile advertisement using location based services: A field experiment. In: : . Paper presented at 26th Recent Advances in Retailing & Services Science Conference.
Open this publication in new window or tab >>Contextualizing mobile advertisement using location based services: A field experiment
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2019 (English)Conference paper, Oral presentation only (Other academic)
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-72190 (URN)
Conference
26th Recent Advances in Retailing & Services Science Conference
Available from: 2019-05-29 Created: 2019-05-29 Last updated: 2019-07-15Bibliographically approved
Högberg, J., Olsson Ramberg, M., Gustafsson, A. & Wästlund, E. (2019). Creating brand engagement through in-store gamified customer experiences. Journal of Retailing and Consumer Services, 50, 122-130
Open this publication in new window or tab >>Creating brand engagement through in-store gamified customer experiences
2019 (English)In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 50, p. 122-130Article in journal (Refereed) Published
Abstract [en]

The purpose of this study is to understand how gamification contributes to customers’ value creation in a retail context and how this value creation relates to brand engagement. The study builds on a field experiment using a two-group between-subjects design combined with correlational research. The experiment involved 378 participants recruited at a major European sports retailer. Participants were exposed to one of two conditions: one with a gamified activity in a store, and one in which the participants performed the same activity without being exposed to any game elements. The findings show that gamification affects the hedonic value of an activity and that this effect can be partly explained by positive affect. When this hedonic value was compared to the satisfaction with a reward, the hedonic value was found to be a better predictor of continued engagement intention. Finally, gamification through continued engagement intention is positively associated with brand engagement.

Place, publisher, year, edition, pages
Elsevier, 2019
Keywords
Brand engagement, Customer experience, Field experiment, Gamification, Retail
National Category
Economics and Business Psychology
Research subject
Psychology
Identifiers
urn:nbn:se:kau:diva-72500 (URN)10.1016/j.jretconser.2019.05.006 (DOI)000471928200014 ()2-s2.0-85065402234 (Scopus ID)
Available from: 2019-06-13 Created: 2019-06-13 Last updated: 2019-10-24Bibliographically approved
Högberg, J., Hamari, J. & Wästlund, E. (2019). Gameful Experience Questionnaire (GAMEFULQUEST): An instrument for measuring the perceived gamefulness of system use. User modeling and user-adapted interaction, 29(3), 619-660
Open this publication in new window or tab >>Gameful Experience Questionnaire (GAMEFULQUEST): An instrument for measuring the perceived gamefulness of system use
2019 (English)In: User modeling and user-adapted interaction, ISSN 0924-1868, E-ISSN 1573-1391, Vol. 29, no 3, p. 619-660Article in journal (Refereed) Published
Abstract [en]

In this paper, we present the development and validation of an instrument for measuring users’ gameful experience while using a service. Either intentionally or unintentionally, systems and services are becoming increasingly gamified and having a gameful experience is progressively important for the user’s overall experience of a service. Gamification refers to the transformation of technology to become more game-like, with the intention of evoking similar positive experiences and motivations that games do (the gameful experience) and affecting user behavior. In this study, we used a mixed-methods approach to develop an instrument for measuring the gameful experience. In a first qualitative study, we developed a model of the gameful experience using data from a questionnaire consisting of open-ended questions posed to users of Zombies, Run!, Duolingo, and Nike+ Run Club. In a second study, we developed the instrument and evaluated its dimensionality and psychometric properties using data from users of Zombies, Run! (N = 371). Based on the results of this second study, we further developed the instrument in a third study using data from users of Duolingo (N = 507), in which we repeated the assessment of dimensionality and psychometric properties, this time including confirmation of the model. As a result of this work, we devised GAMEFULQUEST, an instrument that can be used to model and measure an individual user’s gameful experience in systems and services, which can be used for user-adapted gamification and for informing user-modeling research within a gamification context.

Place, publisher, year, edition, pages
Springer, 2019
Keywords
Game experience, Gameful experience, Gamification, Gamified service, Mixed-methods approach, User experience, Surveys, Mixed method, Behavioral research
National Category
Information Systems
Research subject
Psychology
Identifiers
urn:nbn:se:kau:diva-71751 (URN)10.1007/s11257-019-09223-w (DOI)000475631600002 ()2-s2.0-85062617618 (Scopus ID)
Available from: 2019-04-05 Created: 2019-04-05 Last updated: 2019-09-07Bibliographically approved
Högberg, J., Hamari, J. & Wästlund, E. (2019). Gameful Experience Questionnaire: Measuring the Gamefulness of Service Use. In: : . Paper presented at Frontiers in Service 2019, National University of Singapore, 18-21 Juli 2019..
Open this publication in new window or tab >>Gameful Experience Questionnaire: Measuring the Gamefulness of Service Use
2019 (English)Conference paper, Oral presentation only (Refereed)
National Category
Business Administration
Research subject
Business Administration; Psychology
Identifiers
urn:nbn:se:kau:diva-72192 (URN)
Conference
Frontiers in Service 2019, National University of Singapore, 18-21 Juli 2019.
Available from: 2019-05-29 Created: 2019-05-29 Last updated: 2019-07-15Bibliographically approved
Högberg, J. (2019). Gameful experiences: The not so painful road to gainful behavior. (Doctoral dissertation). Karlstad: Karlstads universitet
Open this publication in new window or tab >>Gameful experiences: The not so painful road to gainful behavior
2019 (English)Doctoral thesis, comprehensive summary (Other academic)
Abstract [en]

The aim of this work is to investigate the experiences that users make when using gamified services and the effect that such experiences have on the targeted behavioral outcomes. Considerable attention is dedicated to the gameful experience, since this experience is necessary for gamification to affect the target behavior. Moreover, the effectiveness of gamification at triggering different motivational mechanisms and the role of engagement is investigated.

This dissertation contains three papers. Paper 1 uses a mixed-methods approach to develop a model and a measure of the gameful experience. Paper 2 uses a field experimental approach to investigate the effect of gamification on a decision to use offers in a store, and the role of engagement for this effect to occur. Finally, Paper 3 uses a field experiment to investigate the contribution of gamification to value creation in stores and how such value creation relates to brand engagement.

The first main finding is a model of the gameful experience that includes the dimensions of accomplishment, challenge, competition, guided, immersion, playfulness, and social experience, and the instrument for measuring this experience. The second main finding is that challenge-based gamification can induce positive affect, which can influence evaluative judgments (thus utilizing the affective quality of System 1 to change the target behavior) and, ultimately, brand engagement. However, such challenge-based gamification does not seem to be effective when aiming to affect the biased System 1 through effort justification. The third main finding is the results that indicate that a user needs to be engaged in order for a gamified service to work properly.

Abstract [en]

In a series of studies, this dissertation investigates the experiences that users make when using gamified services and the effect that such experiences have on the targeted behavioral outcomes.

The motivational aspects of gamification rely on the creation of the gameful experience. Paper 1 in this dissertation investigates this experience and develops an instrument for its measurement. Paper 2 investigates the effects that gamification has on a decision to use offers in a store and the role of engagement for this effect to occur. Paper 3 investigates the contribution of gamification to value creation in stores and how such value creation relates to brand engagement.

The results of these studies indicate that the gameful experience can be described and measured using a model that includes the dimensions of accomplishment, challenge, competition, guided, immersion, playfulness, and social experience. The results also indicate that the implemented challenge-based gamification, in the form of a quiz, can induce positive affect, which can influence evaluative judgments and, ultimately, brand engagement. However, the results did not show that such gamification drove the target behavior through effort justification. Finally, the results display one of the conditions for such challenge-based gamification to be effective: the user needs to be engaged.

Place, publisher, year, edition, pages
Karlstad: Karlstads universitet, 2019. p. 67
Series
Karlstad University Studies, ISSN 1403-8099 ; 2019:26
Keywords
Gamification, Gameful experience, Engagement, Customer experience, In-store marketing
National Category
Psychology
Research subject
Psychology
Identifiers
urn:nbn:se:kau:diva-74669 (URN)978-91-7867-050-5 (ISBN)978-91-7867-060-4 (ISBN)
Public defence
2019-10-22, 1B309, Karlstads Universitet, Karlstad, 10:00 (Swedish)
Opponent
Supervisors
Available from: 2019-10-01 Created: 2019-09-07 Last updated: 2019-10-01Bibliographically approved
Högberg, J., Shams, P. & Wästlund, E. (2019). Gamified in-store mobile marketing: The mixed effect of gamified point-of-purchase advertising. Journal of Retailing and Consumer Services, 50, 298-304
Open this publication in new window or tab >>Gamified in-store mobile marketing: The mixed effect of gamified point-of-purchase advertising
2019 (English)In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 50, p. 298-304Article in journal (Refereed) Published
Abstract [en]

This study investigates the effect of gamification on in-store mobile advertisement. More specifically, it investigates the effect of gamification on the inclination to act on offers gained at point of purchase. For this purpose, a field experiment was conducted at a supermarket, where real customers were recruited. Eye tracking, smartphone activity logging and choice were used to investigate the customers’ behaviour. The results reveal that gamification is not always useful for increasing the tendency to act on offers. In fact, engagement in a gamified shopping task is needed; otherwise, the tendency to act on offers might even decrease when gamifying.

Place, publisher, year, edition, pages
Elsevier, 2019
Keywords
Engagement, Gamification, Mobile in-store marketing
National Category
Applied Psychology Human Computer Interaction
Research subject
Psychology
Identifiers
urn:nbn:se:kau:diva-69044 (URN)10.1016/j.jretconser.2018.07.004 (DOI)000471928200033 ()2-s2.0-85049647943 (Scopus ID)
Available from: 2018-09-05 Created: 2018-09-05 Last updated: 2019-10-23Bibliographically approved
Högberg, J., Olsson, M. & Wästlund, E. (2017). Gamified in-store shopping: A field experiment investigating the effect off gamification. In: : . Paper presented at 26th Annual Frontiers in Service 2017, June 22-25, New York, USA.
Open this publication in new window or tab >>Gamified in-store shopping: A field experiment investigating the effect off gamification
2017 (English)Conference paper, Oral presentation only (Refereed)
National Category
Business Administration
Research subject
Business Administration
Identifiers
urn:nbn:se:kau:diva-63949 (URN)
Conference
26th Annual Frontiers in Service 2017, June 22-25, New York, USA
Available from: 2017-09-25 Created: 2017-09-25 Last updated: 2019-09-26Bibliographically approved
Högberg, J., Olsson, M., Gustafsson, A. & Wästlund, E. (2016). Gamified in-store shopping: A field experiment integrating gamification with location based services. In: S. Rasouli & H.J.P. Timmermans (Ed.), 23rd Recent Advances in Retailing & Services Science Conference, July 11-14, 2016, Edinburgh, Scotland: Book of abstracts. Paper presented at 23rd Recent Advances in Retailing & Services Science Conference, July 11-14, 2016, Edinburgh, Scotland. Eindhoven: Technische Universiteit Eindhoven
Open this publication in new window or tab >>Gamified in-store shopping: A field experiment integrating gamification with location based services
2016 (English)In: 23rd Recent Advances in Retailing & Services Science Conference, July 11-14, 2016, Edinburgh, Scotland: Book of abstracts / [ed] S. Rasouli & H.J.P. Timmermans, Eindhoven: Technische Universiteit Eindhoven, 2016Conference paper, Oral presentation with published abstract (Refereed)
Place, publisher, year, edition, pages
Eindhoven: Technische Universiteit Eindhoven, 2016
National Category
Business Administration
Research subject
Business Administration; Psychology
Identifiers
urn:nbn:se:kau:diva-63958 (URN)
Conference
23rd Recent Advances in Retailing & Services Science Conference, July 11-14, 2016, Edinburgh, Scotland
Available from: 2017-09-25 Created: 2017-09-25 Last updated: 2019-07-17Bibliographically approved
Olsson, M., Högberg, J., Wästlund, E. & Gustafsson, A. (2016). In-Store Gamification: Testing a Location-Based Treasure Hunt App in a Real Retailing Environment. In: 2016 49TH HAWAII INTERNATIONAL CONFERENCE ON SYSTEM SCIENCES (HICSS): . Paper presented at 49th Hawaii International Conference on System Sciences (HICSS), JAN 05-08, 2016, Kauai, Hawaii (pp. 1634-1641). IEEE conference proceedings
Open this publication in new window or tab >>In-Store Gamification: Testing a Location-Based Treasure Hunt App in a Real Retailing Environment
2016 (English)In: 2016 49TH HAWAII INTERNATIONAL CONFERENCE ON SYSTEM SCIENCES (HICSS), IEEE conference proceedings, 2016, p. 1634-1641Conference paper, Published paper (Refereed)
Abstract [en]

Traditional retailers are facing strong competition from e-commerce. One way to meet this challenge is to follow the marketing movement of focusing on customer experiences. This transformation is based on the notion of engaging customers and one way to drive this engagement is through gamification to support value creation. In this study, we have identified variables affecting intentions to use gamified services and in what ways. For this purpose, we developed an app that generated different levels of gamification by varying the number of game elements. The data from a survey distributed during a field experiment indicates that an increasing level of gamification and technology experience have direct positive associations with intrinsic motivation. Furthermore, intrinsic motivation has a positive direct association with satisfaction, although this is partly mediated by mood. Finally, satisfaction has a positive direct relation with intention to use.

Place, publisher, year, edition, pages
IEEE conference proceedings, 2016
Series
Proceedings of the Annual Hawaii International Conference on System Sciences, ISSN 1530-1605, E-ISSN 2572-6862
National Category
Business Administration Psychology
Research subject
Business Administration; Psychology
Identifiers
urn:nbn:se:kau:diva-44651 (URN)10.1109/HICSS.2016.206 (DOI)000377358201091 ()978-0-7695-5670-3 (ISBN)
Conference
49th Hawaii International Conference on System Sciences (HICSS), JAN 05-08, 2016, Kauai, Hawaii
Available from: 2016-08-11 Created: 2016-08-11 Last updated: 2019-11-13Bibliographically approved
Angulo, J., Wästlund, E. & Johan, H. (2014). What Would It Take for You to Tell Your Secrets to a Cloud?: Studying decision factors when disclosing information to cloud services. In: Secure IT Systems: 19th Nordic Conference, NordSec 2014, Tromsø, Norway, October 15-17, 2014, Proceedings. Paper presented at Nordic Conference on Secure IT Systems (pp. 129-145). Springer, 8788
Open this publication in new window or tab >>What Would It Take for You to Tell Your Secrets to a Cloud?: Studying decision factors when disclosing information to cloud services
2014 (English)In: Secure IT Systems: 19th Nordic Conference, NordSec 2014, Tromsø, Norway, October 15-17, 2014, Proceedings, Springer, 2014, Vol. 8788, p. 129-145Conference paper, Published paper (Refereed)
Abstract [en]

We investigate the end users’ behaviours and attitudes with regards to the control they place in the personal information that they disclose to cloud storage services. Three controlled experiments were carried out to study the influence in users’ decisions to retain or surrender control over their personal information depending on different factors. The results of these experiments reveal, among other things, the users’ willingness to surrender control over personal information that is perceived as non-sensitive in exchange for valuable rewards, and that users would value the possibility of knowing and controlling the parties who are granted access to their data in the cloud. Based on the results from the experiments we provide implications for the design of end-user tools that can promote transparency and accountability in cloud computing environments.

Place, publisher, year, edition, pages
Springer, 2014
Keywords
Cloud computing mental models HCI UX privacy security accountability transparency psychology information control
National Category
Information Systems, Social aspects
Research subject
Computer Science; Information Systems
Identifiers
urn:nbn:se:kau:diva-35854 (URN)10.1007/978-3-319-11599-3_8 (DOI)978-3-319-11599-3 (ISBN)
Conference
Nordic Conference on Secure IT Systems
Funder
EU, FP7, Seventh Framework Programme, 317550
Available from: 2015-04-15 Created: 2015-04-15 Last updated: 2017-12-06Bibliographically approved
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