Product Gamification

Tobias Schlager, University of St. Gallen, Switzerland
Christian Hildebrand, University of St. Gallen, Switzerland
Gerald Häubl, University of Alberta, Canada
Andreas Herrmann, University of St. Gallen, Switzerland
Evidence from a combination of five laboratory and field experiments shows that construing part of the shopping process as a game that one must complete successfully to “unlock” an object (such as a product, feature, or offer) increases consumer preference for that object relative to a non-gamified shopping process.
[ to cite ]:
Tobias Schlager, Christian Hildebrand, Gerald Häubl, and Andreas Herrmann (2014) ,"Product Gamification", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 664-665.