Evidence from four experiments shows that construing the presentation of information about innovations in part as a game increases innovation adoption relative to the unrestricted presentation of the same information. This effect is sequentially mediated by the state of playfulness via an increased curiosity.
Language
English
Keywords
games
innovation adoption
playfulness
curiosity
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
NA- Advances in Consumer Research
Publisher
Association for Consumer Research
Publisher place
Duluth, MN
Volume
Vol. 43
Event Title
Association for Consumer Research (ACR) North America Conference 2015