Gamified interactions: whether, when, and how games facilitate self–brand connections

Item Type Journal paper
Abstract

Firms increasingly use games to interact with their customers. Yet, surprisingly little is known about whether, when, and how such “gamified” interactions engage consumers with a firm’s brand, thereby facilitating self–brand connections. Building on flow theory, we show that gamified interactions that are highly interactive and optimally challenging facilitate self–brand connections, because such games lead to emotional and cognitive brand engagement. A field study and three experiments across various product domains and game designs support our theory. We also identify conditions under which consumers do not become engaged with a brand, namely when firms restrict their decisional control either to voluntarily participate in the game (i.e., compulsory play) or to spend as much time as desired playing the game (i.e., time pressure). Our findings advance existing knowledge about the use of games in marketing and provide important implications for how marketers can harness their potential to build self–brand connections.

Authors Berger, Axel; Schlager, Tobias; Sprott, David E. & Herrmann, Andreas
Journal or Publication Title Journal of the Academy of Marketing Science
Language English
Keywords Games, Flow, Interactivity, Challenge, Self–brand connection, Brand engagement, Compulsory play, Time pressure
Subjects business studies
HSG Classification contribution to scientific community
HSG Profile Area Global Center for Customer Insight
Refereed Yes
Date July 2018
Publisher Springer Netherlands
Volume 46
Number 4
Page Range 652-673
Number of Pages 22
ISSN 0092-0703
Publisher DOI 10.1007/s11747-017-0530-0
Official URL https://link.springer.com/article/10.1007/s11747-0...
Contact Email Address axel.berger@unisg.ch
Depositing User Dr. oec. Tobias Schlager
Date Deposited 27 Oct 2018 11:57
Last Modified 05 Feb 2020 01:23
URI: https://www.alexandria.unisg.ch/publications/255536

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Citation

Berger, Axel; Schlager, Tobias; Sprott, David E. & Herrmann, Andreas (2018) Gamified interactions: whether, when, and how games facilitate self–brand connections. Journal of the Academy of Marketing Science, 46 (4). 652-673. ISSN 0092-0703

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https://www.alexandria.unisg.ch/id/eprint/255536
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