Gamification and Behaviour

Alaa AlMarshedi (), Vanissa Wanick (), Gary B. Wills () and Ashok Ranchhod ()
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Alaa AlMarshedi: University of Southampton
Vanissa Wanick: University of Southampton
Gary B. Wills: University of Southampton
Ashok Ranchhod: University of Southampton

Chapter Chapter 2 in Gamification, 2017, pp 19-29 from Springer

Abstract: Abstract Gamification is applied as a tool to encourage behavioural change and promote desired attitudes in many fields. However, people with different backgrounds are influenced by gamification in different ways. This suggests that cultural influence can also impact the way gamification is best implemented within a particular context. This chapter starts by discussing how behaviour can be influenced by gamification. It then considers how culture in its different manifestations influences behaviour. The chapter then discusses motivation and its role in gamification. Finally, the key issue of the behavioural change capabilities of gamification combined with an understanding of behavioural change methods, the individual and the cultural and social context are discussed.

Keywords: Consumer Behaviour; Cultural Dimension; Extrinsic Motivation; Symbolic Interactionism; Persuasive Technology (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prochp:978-3-319-45557-0_2

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DOI: 10.1007/978-3-319-45557-0_2

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