Universität zu Köln

Bekk, Magdalena, Eppmann, Rene, Klein, Kristina and Voelckner, Franziska (2022). All that glitters is not gold: An investigation into the undesired effects of gamification and how to mitigate them through gamification design. Int. J. Res. Mark., 39 (4). S. 1059 - 1082. AMSTERDAM: ELSEVIER. ISSN 1873-8001

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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. (c) 2022 Elsevier B.V. All rights reserved.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Bekk, Magdalena UNSPECIFIED UNSPECIFIED UNSPECIFIED Eppmann, Rene UNSPECIFIED UNSPECIFIED UNSPECIFIED Klein, Kristina UNSPECIFIED UNSPECIFIED UNSPECIFIED Voelckner, Franziska UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-669470
DOI:	10.1016/j.ijresmar.2022.03.002
Journal or Publication Title:	Int. J. Res. Mark.
Volume:	39
Number:	4
Page Range:	S. 1059 - 1082
Date:	2022
Publisher:	ELSEVIER
Place of Publication:	AMSTERDAM
ISSN:	1873-8001
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language EMOTIONAL STIMULI; FIELD EXPERIMENT; SIGNAL-DETECTION; ENGAGEMENT; RECOGNITION; EXPERIENCE; ATTENTION; JUDGMENT Multiple languages Business Multiple languages
URI:	http://kups.ub.uni-koeln.de/id/eprint/66947