Product Gamification
Type
conference paper
Date Issued
2015-05-28
Author(s)
Editor(s)
Cotte, June
Wood, Stacy
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.
Language
English
HSG Classification
contribution to scientific community
Refereed
No
Book title
Advances in Consumer Research
Publisher
Association for Consumer Research
Publisher place
Duluth, Minnesota
Volume
42
Start page
664
End page
665
Pages
2
Event Title
European Marketing Academy
Event Location
Leuven
Subject(s)
Eprints ID
242745