The Gamification of Buying

Evidence from six (laboratory and field) experiments shows that construing part of the shopping process as a game that one must complete successfully in order to “unlock” an object (i.e., 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 (2015) ,"The Gamification of Buying ", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 232-232.


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


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

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