Gamified Information Presentation and Consumer Adoption of Product Innovations

Item Type Journal paper
Abstract

This research examines the effect of gamified information presentation—conveying information about a product innovation in the form of a game—on consumer adoption of that innovation. The key hypothesis is that gamified information presentation promotes consumer innovation adoption and that it does so through two parallel psychological processes—by increasing consumer playfulness, which stimulates curiosity about the innovation, and by enhancing the perceived vividness of information presentation, which increases the perceived advantage of the innovation relative to (less innovative) competing products. Evidence from seven studies, including two field experiments, supports this theorizing. The results also show that for gamified information presentation to increase innovation adoption, it is essential that the information is integrated into the game. These findings advance the understanding of the psychological forces that govern how consumers respond to receiving product information in the form of games, and they have important practical implications for how firms might use gamified information presentation to promote sales of new products.

Authors Müller-Stewens, Jessica; Schlager, Tobias; Häubl, Gerald & Herrmann, Andreas
Journal or Publication Title Journal of Marketing : JM
Language English
Subjects business studies
HSG Classification contribution to scientific community
HSG Profile Area SoM - Business Innovation
Refereed Yes
Date March 2017
Publisher Publications Group of the American Marketing Association
Place of Publication Chicago, Ill.
Volume 81
Number 2
Page Range 8-24
ISSN 0022-2429
ISSN-Digital 1547-7185
Publisher DOI 10.1509/jm.15.0396
Depositing User Manuela Spirig
Date Deposited 08 Feb 2017 09:12
Last Modified 08 Aug 2020 00:23
URI: https://www.alexandria.unisg.ch/publications/250389

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Citation

Müller-Stewens, Jessica; Schlager, Tobias; Häubl, Gerald & Herrmann, Andreas (2017) Gamified Information Presentation and Consumer Adoption of Product Innovations. Journal of Marketing : JM, 81 (2). 8-24. ISSN 0022-2429

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https://www.alexandria.unisg.ch/id/eprint/250389
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