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The Role of Gamification in Enhancing Intrinsic Motivation to Use a Loyalty Program Sun Joo (Grace) Ahn

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 […]

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Kim Kardashian is my New BFF Shira Chess

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 […]

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