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Gamified in-store mobile marketing: The mixed effect of gamified point-of-purchase advertising
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013).
Karlstad University, Faculty of Arts and Social Sciences (starting 2013), Service Research Center (from 2013).ORCID iD: 0000-0001-9751-6000
Karlstad University, Faculty of Economic Sciences, Communication and IT, Service Research Center.ORCID iD: 0000-0001-8102-8168
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. Vol. 50, p. 298-304
Keywords [en]
Engagement, Gamification, Mobile in-store marketing
National Category
Applied Psychology Human Computer Interaction
Research subject
Psychology
Identifiers
URN: urn:nbn:se:kau:diva-69044DOI: 10.1016/j.jretconser.2018.07.004ISI: 000471928200033Scopus ID: 2-s2.0-85049647943OAI: oai:DiVA.org:kau-69044DiVA, id: diva2:1245560
Available from: 2018-09-05 Created: 2018-09-05 Last updated: 2019-09-07Bibliographically approved
In thesis
1. Gameful experiences: The not so painful road to gainful behavior
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

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Högberg, JohanShams, PojaWästlund, Erik

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