Game-Based Learning Through the Use of Artwork Images: Influence on the Perception of a Product

Alejandro Galindo-Durán (), Juan Uribe-Toril () and José Luis Ruiz-Real ()
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Alejandro Galindo-Durán: University of Almeria
Juan Uribe-Toril: University of Almeria
José Luis Ruiz-Real: University of Almeria

Chapter Chapter 6 in Disruptions, Diversity, and Ethics in Marketing, 2025, pp 75-97 from Springer

Abstract: Abstract This study analyzes the impact on the perception of a product by consumers, in an educational context, through the inclusion of works of art in the product design and applying active methodologies such as game-based learning (GBL). An educational intervention carried out in a secondary school is presented, trying to investigate if the incorporation of artistic elements to a product is perceived in different magnitude in relation to its value, quality, or luxury among students. In addition, an experimental group to which an activity using GBL was previously applied is shown and the results of the different answers given by the different groups of students are compared. The results suggest that the incorporation of artistic elements improves the perception of the value and quality of the product and that those students who were part of the experimental group valued the products even better, with significant differences between the two groups, in addition to enriching their educational experience. This research highlights the importance of integrating art into the educational curriculum as well as the application of active methodologies in the teaching process in order to improve both the educational experience and the learning process.

Keywords: Game-based learning; Education; Active methodologies; Art infusion; Marketing; Consumers perception; Advertising (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-70488-8_6

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DOI: 10.1007/978-3-031-70488-8_6

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