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Application of Gamification in a Marketing Context: The Psychological Perspectives
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Author(s): Ebina Justin M. A. (Cochin University of Science and Technology, India)and Manu Melwin Joy (Cochin University of Science and Technology, India)
Copyright: 2022
Pages: 16
Source title:
Handbook of Research on Cross-Disciplinary Uses of Gamification in Organizations
Source Author(s)/Editor(s): Oscar Bernardes (ISCAP, ISEP, Polytechnic Institute of Porto, Portugal & University of Aveiro, Portugal), Vanessa Amorim (ISCAP, Polytechnic Institute of Porto, Portugal)and António Carrizo Moreira (University of Aveiro, Portugal)
DOI: 10.4018/978-1-7998-9223-6.ch006
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Abstract
Gamification, a popular tool widely used in various contexts such as marketing, education, and organizations, among others, has demonstrated its potential for engaging, motivating, and achieving behavioral change in the targeted audience. For an ideal gamification system, it is necessary to know how the gamification elements affect human emotions. This chapter conducts a journey through gamified contexts and their psychological impacts on individuals. This chapter gathers up the different threads of gamification in the marketing context. The three important objectives fulfilled by this chapter would be that it provides information about the topic of gamification and the psychological perspectives behind its operation; discusses its application in various marketing contexts, such as digital marketing and online payment sites; and finally, investigates various behavioral outcomes of gamification.
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