Product Gamification

Item Type Conference or Workshop Item (Paper)
Abstract

Evidence from a combination of five laboratory and field experiments shows that construing part of the shopping process as a game that one must complete successfully to "unlock" an object (such as a product, feature, or offer) increases consumer preference for that object relative to a non-gamified shopping process.

Authors Hildebrand, Christian; Schlager, Tobias; Herrmann, Andreas & Häubl, Gerald
Editors Cotte, June & Wood, Stacy
Language English
Subjects business studies
HSG Classification contribution to scientific community
Refereed No
Date 28 May 2015
Publisher Association for Consumer Research
Place of Publication Duluth, Minnesota
Volume 42
Page Range 664-665
Number of Pages 2
Title of Book Advances in Consumer Research
Event Title European Marketing Academy
Event Location Leuven
Depositing User Manuela Spirig
Date Deposited 27 Jul 2015 15:38
Last Modified 08 Aug 2020 00:22
URI: https://www.alexandria.unisg.ch/publications/242745

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Citation

Hildebrand, Christian; Schlager, Tobias; Herrmann, Andreas & Häubl, Gerald: Product Gamification. 2015. - European Marketing Academy. - Leuven.

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https://www.alexandria.unisg.ch/id/eprint/242745
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