Gamified in-store mobile marketing: The mixed effect of gamified point-of-purchase advertising

Högberg, Johan, Poja Shams and Wästlund, Erik

Journal of Retailing and Consumer Services, 2019, vol. 50, issue C, 298-304

Abstract: This study investigates the effect of gamification on in-store mobile advertisement. More specifically, it investigates the effect of gamification on the inclination to act on offers gained at point of purchase. For this purpose, a field experiment was conducted at a supermarket, where real customers were recruited. Eye tracking, smartphone activity logging and choice were used to investigate the customers’ behaviour. The results reveal that gamification is not always useful for increasing the tendency to act on offers. In fact, engagement in a gamified shopping task is needed; otherwise, the tendency to act on offers might even decrease when gamifying.

Keywords: Gamification; Mobile in-store marketing; Engagement (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (6)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:50:y:2019:i:c:p:298-304

DOI: 10.1016/j.jretconser.2018.07.004

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