An interdisciplinary perspective on gamification: Mechanics, psychological mediators and outcomes

As gamification literature has matured, the gap between how different domains apply the theory has widened. This has positioned gamification as being more dependent on context, rather than being an independent theory per se. To address this notion, three concepts are identified as being central for how a gamificator, the one responsible for gamifying, gamifies a process. These are mechanics, mental mediators and desired outcomes. Following this logic, a review was conducted using 77 (n) articles across seven disciplines, namely health and wellness, crowdsourcing, sustainability, computer science, software development, business, and tourism. The findings highlighted potentially causal and correlational relationships between several concepts when gamifying a situation, context, service or/and process. This research presents an alternative and uniform perspective on the broad gamification research to better understand how gamification functions and can be employed to impact various outcomes. Furthermore, this research contributes to this rather eclectic domain, presenting a more categorized view in showing domain-specific mechanics and how these can be employed for empirical testing. Lastly, the conceptual model can be modified, employed and adjusted to investigate various effects of gamification on outcomes

“Who cares about fireworks?” – A Study on Digital Coaching, Gamification and Exercise Motivation

Digital coaching systems offer users support in their physical training through insights and advice based on the individual’s activity data. Often these systems utilize gamification mechanisms to motivate users. In this study we conduct interviews with digital coaching users to understand how digital coaching systems are used to motivate physical activity, what kind of a role gamification plays, and how digital coaching systems should be developed further to better motivate users. We find that data itself is more motivating than gamification mechanisms, that players use data to play their own, internal games; and that data is also used for social purposes. We find that the benefits from digital coaches today are limited and mainly related to accurate exercise tracking and visualization of user data. Gamified elements are used on a low level and not perceived as value-adding by the users; deeper understanding of motivation theory and promoting intrinsic motivation is needed

From Digital Subcultures to Destination Tourism: Profiling Attendees at Multi Genre Festivals

The rise and connectivity of digital subcultures are increasingly influencing destination tourism. This study provides an understanding of a multi genre festival within the wider context of popular ‘geek’ culture and its increasing role in events and destination tourism. Through profiling the characteristics and experiences of visitors attending Nordsken, an annual festival in Northern Sweden, we profile segments and provide insights on attendees. Based on a survey of festival visitors, this study revealed five distinct clusters (Digital Gamer, Enthusiastic Nerd, Analogue Fan, Spectator & Follower and Creative Player) based on interests and activities. Experiences of the event were relatively similar for all clusters indicating that multi genre festivals can create memorable experiences for a broad audience with a variety of interests rooted in digital cultures. Through understanding and developing target audiences, regions can leverage multi genre festivals as platforms to enhance regional digitalization

Digital Coaching to Support University Students’ Physical Activity

In this paper, we aim to find out if digital coaching could support students to become physically more active. Studies show a worldwide trend of declining physical activity, and students are no exception. The search for means to keep the younger population physically active is not an easy task but technology will for sure play an important role in alleviating this trend. If a digital coach is one of the possible solutions it needs to offer support and feedback that are relevant to the students in their everyday activities. We carried out a survey with 138 undergraduate students to find out if features expected of a professional trainer who coaches athletes would be important also for a digital coach for it to be attractive and useful for students

Multi-sensory cues in interplay and congruency in a retail store context : Consumer emotions and purchase behaviors

While research has shown the positive impact of sensory cues and cue- congruency on emotion and behavior in retail store atmospheres, these cues have primarily been investigated in isolation or in pairs. Consequently, little is known on how multi-sensory cues in interplay impact on consumer emotions and purchase behaviors. In addition, research has not yet provided any clear conceptualization of congruency in marketing when designing retail store atmospheres, other than stating that some cues are expected to match, therefore become pleasantly perceived. Thus, the main purpose of this research is to examine and show how multi-sensory cues in interplay and congruency can be utilized in creating a retail store atmosphere to enhance consumer emotions and purchase behaviors. To address the purpose, a sequential method was adopted with four essays. The first essay explores multi-sensory interplay in marketing contexts with a literature review that forms the basis for a research agenda. The second essay employs focus groups to highlight the congruency between cues, products and the retail setting, and identifies which category of cues is in need of investigation. The third essay uses field experiments to investigate two congruent visual, auditory and olfactory cues (six cues in total) in a retail setting, and their impact on consumer emotion and purchase behavior. The final essay, also use field experiments to examine and duplicate one cue from each sense, and employs these together in interplay, to show how multi-sensory cues in interplay impacts emotions and purchase behaviors. This research concludes that multi-sensory cues in interplay in a retail store atmosphere have a greater impact on consumer emotions and purchase behaviors than single visual, auditory and olfactory setting-congruent sensory cues. Among single sensory cues, those perceived as complementary in the atmosphere, specifically auditory and olfactory in an already visual dominated atmosphere, have the largest impact on consumer emotions and purchase behaviors. Overall, this research signifies that congruent multi-sensory cues in interplay emerge as reliable predictors for the influence on consumer arousal, valence, time spent, touching, browsing and purchasing Theoretical and managerial implications are discussed.

Shedding light on the use of single and multisensory cues and their effect on consumer behaviours

Purpose: Retail stores are required to provide a stimulating in-store experience for customers and do this by developing various strategies. One strategy implemented by retailers is the use of sensory cues to encourage consumers to engage with the environment and the products on display and available for purchase. Conducted in a lighting department, the purpose of this paper is to consider how retailers can employ a multisensory cue, which is formed by combining three single cues to positively impact consumer behaviours – specifically time spent, touching and purchase. Design/methodology/approach: The study comprised an experimental design, which implemented single congruent visual, auditory and olfactory cues that formed a multisensory cue. Consumer behaviour outcomes of these cues were measured using objective measures. Findings: The results show that a multisensory cue impacts time spent and purchasing, but no evidence of it affecting touching was noted. In the case of the single cues, auditory and scent cues impacted time spent, but their effect was not to the extent of the multisensory cue, which was superior. Research limitations/implications: The study focussed on one product category within a general furnishing store, thus limiting the extent to which the findings can be generalised. Practical implications: The effect of a multisensory cue exceeded that of single cues, emphasising the need for retailers to consider and develop a multisensory retail environment. Originality/value: While research into the effect of single cues on consumer behaviours has shown positive effects, research into a multisensory cue, especially in a real-retail setting, is relatively scarce

How do sensory cues and trust affect the customer experience? : A study on the relationships between sensory cues, trust and experience in the Swedish nightclub industry

Title How do sensory cues and trust affect the customer experience?, A study on the relationships between sensory cues, trust and experience in the Swedish nightclub industry Author Miralem Hasanovic Tutor Soniya Billore Examiner Sarah Philipson Course Marketing Master Programme, Advanced, Spring 2013, Master thesis, 30 ETCS Keywords Experience, Trust, Sensory Marketing, Sensory Cues in Offering Experiences, Nightclubs, Five Senses, Swedish restaurant industry. Purpose Purpose is to investigate the relationships between sensory marketing, trust and experience in nightclubs. Theory Sensory cues in offering experiences, Trust, Experiences. Method Mixed method approach/ Sequenced method 14 observations 7 interviews with companies 102 answers in a survey Findings Visual cues affect the experience mostly positive. Audio cues affect the experience both positive and negative, depending on other aspects as the possibility to escape the loud sound. Touch cues affect the experience mostly negative, which is possible to alter through interior and design. Scent cues are not affecting the industry as for the moment and there is a big gap to fill in here for the industry. Taste cues seem not to matter as much as the other cues. Trust is inflicting experience through expectation and fulfillment of promise. There is a weak (or least enough) correlation of trust and positive experience in nightclubs. Violence does not affect trust considerably towards a nightclu