How Gamification Can Be Used to Help Consumers Reach Their Saving Goals

We test the hypothesis that gamification can increase consumer saving behavior. In a field study (N = 331), consumers who logged their savings over a 4-week period in a gamified web app were more likely to reach their saving goal than consumers who used a non-gamified version of the app.


Nethal Hashim, Irene Scopelliti, and Janina Steinmetz (2021) ,"How Gamification Can Be Used to Help Consumers Reach Their Saving Goals", 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: 906-906.


Nethal Hashim, City, University of London
Irene Scopelliti, City, University of London
Janina Steinmetz, City University of London


NA - Advances in Consumer Research Volume 49 | 2021

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