Gamification of Advertising: a Meta-Analysis

Gamification of advertising has evolved into a digital marketing strategy. In this meta-analysis, we provide a comprehensive overview of this playful and engaging approach and quantify the effects of gamification on psychological and behavioral outcomes (ds > .21). Moderator analyses also suggest insight into the variation of the gamification effect.


Gunwoo Yoon, Joonghwa Lee, and Carter Briggs (2021) ,"Gamification of Advertising: a Meta-Analysis", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 903-903.


Gunwoo Yoon, University of Northern Iowa
Joonghwa Lee, University of North Dakota
Carter Briggs, University of Northern Iowa


NA - Advances in Consumer Research Volume 49 | 2021

Share Proceeding

Featured papers

See More


When products become autonomous: Drawbacks of a perceived lack of control and how to resolve it

Moritz Joerling, RWTH Aachen University
Robert Böhm, RWTH Aachen University
Stefanie Paluch, RWTH Aachen University

Read More


Brand Fan(atic)s: When Excessive Brand Loyalty Sends the Wrong Signal

Isabelle Engeler, IESE Business School
Kate Barasz, IESE Business School

Read More


F2. Can Stricter Ethical Standards Increase Tolerance for Ethical Misconduct?

Olya Bullard, University of Winnipeg
Sara Penner, University of Manitoba, Canada
Kelley Main, University of Manitoba, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.