The Challenges of Gamifying Sustainability Communication.
Publikation: Beiträge in Zeitschriften › Konferenz-Abstracts in Fachzeitschriften › Forschung › begutachtet
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in: Academy of Management Proceedings, Jahrgang 2018, Nr. 1, 14058abstract, 2018.
Publikation: Beiträge in Zeitschriften › Konferenz-Abstracts in Fachzeitschriften › Forschung › begutachtet
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TY - JOUR
T1 - The Challenges of Gamifying Sustainability Communication.
AU - Maltseva, Kateryna
AU - Fieseler, Christian
AU - Trittin, Hannah
PY - 2018
Y1 - 2018
N2 - Gamification, the introduction of game elements to non-game contexts, is increasingly proposed as an effective tool to attract and facilitate stakeholder attention and engagement. A growing number of conceptual and empirical research on gamification generally report positive effects of gamified communication. In the following, we ask whether gamification is able to extend mere marketing to communicate matters of social and environmental concern. Based on several experimental studies, we show that there are boundary conditions to the effectiveness of gamified sustainability communication on stakeholder attitude, intention, and behavior. We find positive, negative and insignificant effects of gamification on pro-environmental attitude, intention, and behavior. We conclude with a call for more rigorous forms of experimental manipulation in gamification research, and highlight the influence of methodological choices on study outcomes, as well as develop future research opportunities.
AB - Gamification, the introduction of game elements to non-game contexts, is increasingly proposed as an effective tool to attract and facilitate stakeholder attention and engagement. A growing number of conceptual and empirical research on gamification generally report positive effects of gamified communication. In the following, we ask whether gamification is able to extend mere marketing to communicate matters of social and environmental concern. Based on several experimental studies, we show that there are boundary conditions to the effectiveness of gamified sustainability communication on stakeholder attitude, intention, and behavior. We find positive, negative and insignificant effects of gamification on pro-environmental attitude, intention, and behavior. We conclude with a call for more rigorous forms of experimental manipulation in gamification research, and highlight the influence of methodological choices on study outcomes, as well as develop future research opportunities.
KW - Management studies
KW - AOM Annual Meeting Proceedings 2018
KW - AOM Chicago 2018
U2 - 10.5465/AMBPP.2018.14058abstract
DO - 10.5465/AMBPP.2018.14058abstract
M3 - Conference abstract in journal
VL - 2018
JO - Academy of Management Proceedings
JF - Academy of Management Proceedings
SN - 0065-0668
IS - 1
M1 - 14058abstract
ER -