The Role of Gamification in Enhancing Intrinsic Motivation to Use a Loyalty Program
Kim, Kyongseok, and Sun Joo (Grace) Ahn, “The Role of Gamification in Enhancing Intrinsic Motivation to Use a Loyalty Program,” paper accepted for presentation at the 2017 American Academy of Advertising Global Conference, Tokyo, Japan, July 6-9, 2017.
Abstract: Based on Self-Determination Theory (SDT), this study examined how rewards weaken intrinsic motivation to use a retail loyalty program. Two experiments were conducted. Study 1 revealed that individuals who received a salient reward (an explicit requirement and deadline for reward achievement and no reward options) reported lower intrinsic motivation to engage in the loyalty program than those who received a non-salient reward (a less explicit requirement, no deadline, and reward options). Study 2 found that the salient reward presented in the gamified form using interactive, graphical feedback enhanced the lowered intrinsic motivation. Implications for designing effective loyalty programs are discussed.
Abstract: Recently, there has been a growing number of celebrity-focused video games. These games have functioned as promotional tools for celebrities such as Kim Kardashian, Kendall and Kylie Jenner, Brittany Spears, Katy Perry, Jason Stratham, Lindsay Lohan, and Shakira. Celebrity games typically empower players to perform the work of aspirational fame, while promoting the title […]