Now I’M Curious! Boosting Innovation Adoption Through Gamified Information Release

Jessica Müller-Stewens, University of St. Gallen, Switzerland
Tobias Schlager, University of St. Gallen, Switzerland
Gerald Häubl, University of Alberta, Canada and University of St. Gallen, Switzerland
Andreas Herrmann, University of St. Gallen, Switzerland
Evidence from four experiments shows that construing the presentation of information about product innovations in part as a game that consumers must complete successfully increases innovation adoption relative to the unrestricted presentation of the same information. This effect is sequentially mediated by the state of playfulness via an increased curiosity.
[ to cite ]:
Jessica Müller-Stewens, Tobias Schlager, Gerald Häubl, and Andreas Herrmann (2015) ,"Now I’M Curious! Boosting Innovation Adoption Through Gamified Information Release", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 645-646.