Understanding Gamification of Consumer Experiences

Gamification intends to change behavior in non-game settings. It deploys three interrelated game design principles: mechanics, dynamics, and emotions. Based on these principles, we demonstrate how gamification can add fun and improve player behavior. Using four extended examples, we develop a gamification experience typology and derive gamification lessons for firms.


Karen Robson, Kirk Plangger, Jan Kietzmann, Ian McCarthy, and Leyland Pitt (2014) ,"Understanding Gamification of Consumer Experiences", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 352-356.


Karen Robson, Simon Fraser University, Canada
Kirk Plangger, King's College London, United Kingdom
Jan Kietzmann, Simon Fraser University, Canada
Ian McCarthy, Simon Fraser University, Canada
Leyland Pitt, Simon Fraser University, Canada


NA - Advances in Consumer Research Volume 42 | 2014

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