Working Papers

Understanding the (Negative and Positive) Effects of Gamification for Companies

René Eppmann, Magdalena Bekk, Kristina Klein, and Franziska Völckner

May 8, 2020

Three experimental studies show that gamification initiates two opposing processes: It reduces consumers’ attention towards product information and, subsequently, consumers’ processing effort (negative). At the same time, it increases consumers’ perceived enjoyment (positive).

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