Purpose
Marketers have begun to investigate the potential of gamification for influencing consumer behavior by using game design elements in realms varying from branding, retail, sales and health services. Marketers have also begun to explore consumer behavior in sustainability. This paper aims to provide contributions to build on both literatures.
Design/methodology/approach
This research tests gamification principles in a large field study on real consumers that includes data from pre-post surveys, gamified app analytics and household energy meters. The data are analyzed using ANOVA’s and structural equation modeling.
Findings
The findings demonstrate: gamification significantly enhanced consumers’ knowledge, attitudes, behavioral intentions and realized bill savings compared to a control group; reward-based game design elements including points, badges and other rewards contribute to enhancing sustainable behavior outcomes.
Research limitations/implications
Future research in settings outside of sustainability may extend upon the findings of the current research to further understanding the impact of reward-based game design elements in marketing.
Practical implications
The findings have important practical implications for how organizations might use serious games to promote sustainable and other desirable behavior. In particular, how reward-based game design elements, points, trophies and badges, can be used to create a chain of relationships that leads to reduced electricity consumption.
Originality/value
This paper fulfills the need to understand if the impact of gamification extends outside of controlled environments and into the field. Further, it demonstrates how reward-based game design elements contribute to consumers changing their behavior, a relationship that is not yet thoroughly understood in the marketing literature.
Evaluation of the Methods of Dealing with the Problem of Mental Dissonance of the Consumer after the Purchase Process to Ensure Repeat of Purchase (Apple Mobile Phones Company)