Product Gamification

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.


Tobias Schlager, Christian Hildebrand, Gerald Häubl, and Andreas Herrmann (2014) ,"Product Gamification", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 664-665.


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


NA - Advances in Consumer Research Volume 42 | 2014

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