Hildebrand, ChristianChristianHildebrandSchlager, TobiasTobiasSchlagerHerrmann, AndreasAndreasHerrmannHäubl, GeraldGeraldHäublCotte, JuneWood, Stacy2023-04-132023-04-132015-05-28https://www.alexandria.unisg.ch/handle/20.500.14171/106402Evidence 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.enconference paper