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Helmefalk, M. & Rosenlund, J. (2020). Hedonic recycling: using gamification and sensory stimuli to enhance the recycling experience. EAI Endorsed Transactions on Serious Games, 18(3)
Open this publication in new window or tab >>Hedonic recycling: using gamification and sensory stimuli to enhance the recycling experience
2020 (English)In: EAI Endorsed Transactions on Serious Games, ISSN 2034-8800 , Vol. 18, no 3Article in journal (Refereed) Epub ahead of print
Abstract [en]

INTRODUCTION: Recycling is not commonly perceived as hedonic, fun or experiential. While previous studies haveemphasised the importance of functional attributes and solutions for improving waste recycling in bins, the potential forrecycling as an experience has not been explored thoroughly.

OBJECTIVES: This study employs the perspective of gamification, environmental psychology and sensory marketing toprovide new perspectives on hedonic recycling.

METHODS: A focus group design was used to explore how experiential cues may influence cognition, emotion andbehaviour when recycling waste in bins. Four focus group discussions were employed and analysed thematically.

RESULTS: Findings show that while utilitarian attributes were most critical for participants, there are solutions that can beexperientially modified to not disturb the waste separation process. These modifications include digital feedback andinformation of one’s impact on the environment. Other sensory and gamified modifications were discussed with theirpotential effects on emotion and behaviour in mind.

CONCLUSION: A new conceptual framework was developed, which combined mechanics from gamification and sensorycues as experiential cues. This framework was used to explore various different responses. The model indicates potentialrelationships between recycling and experiential cues that can be empirically investigated.

Keywords
Bin, Emotion, Experience, Gamification, Hedonic, Recycling, Sensory, Waste
National Category
Business Administration
Research subject
Economy, Business administration; Natural Science, Environmental Science
Identifiers
urn:nbn:se:lnu:diva-94227 (URN)10.4108/eai.13-7-2018.164262 (DOI)
Available from: 2020-05-08 Created: 2020-05-08 Last updated: 2020-05-15
Helmefalk, M. & Marcusson, L. (Eds.). (2020). Utilizing gamification in servicescapes for improved consumer engagement. Hershey: IGI Global
Open this publication in new window or tab >>Utilizing gamification in servicescapes for improved consumer engagement
2020 (English)Collection (editor) (Refereed)
Abstract [en]

As consumers increase their purchases from online retailers, businesses must find exceedingly innovative ways to increase customer engagement. While online gaming has become increasingly prevalent, motivating customers through the same means has gained greater importance for businesses.

Utilizing Gamification in Servicescapes for Improved Consumer Engagement is a pivotal reference source that provides vital research on employing various gamification mechanics to alter and enhance certain behaviors in marketing contexts. While highlighting topics such as online gaming, user engagement, and target marketing, this book is ideally designed for retailers, advertisers, marketers, promotion coordinators, industry professionals, business executives, managers, researchers, academicians, and students seeking current research on bridging servicescapes and marketing literature with gamification.

Place, publisher, year, edition, pages
Hershey: IGI Global, 2020. p. 319
Series
Advances in Business Strategy and Competitive Advantage (ABSCA), ISSN 2327-3429, E-ISSN 2327-3437
National Category
Business Administration
Research subject
Economy, Business administration
Identifiers
urn:nbn:se:lnu:diva-93116 (URN)10.4018/978-1-7998-1970-7 (DOI)1799819701 (ISBN)9781799819707 (ISBN)9781799819721 (ISBN)
Available from: 2020-03-25 Created: 2020-03-25 Last updated: 2020-03-30Bibliographically approved
Helmefalk, M. (2020). What can gamification learn from sensory marketing?: In the context of servicescapes. In: Miralem Helmefalk & Leif Marcusson (Ed.), Utilizing gamification in servicescapes for improved consumer engagement: (pp. 52-85). Hershey: IGI Global
Open this publication in new window or tab >>What can gamification learn from sensory marketing?: In the context of servicescapes
2020 (English)In: Utilizing gamification in servicescapes for improved consumer engagement / [ed] Miralem Helmefalk & Leif Marcusson, Hershey: IGI Global, 2020, p. 52-85Chapter in book (Refereed)
Abstract [en]

While gamification research is multidisciplinary and has grown in popularity during the last decade, it still requires further evidence and direction on which and how much various game mechanics impact on cognitive, emotional, and behavioral outcomes in digital and physical servicescape contexts. To shed light on this problem, a novel perspective on sensory marketing and gamification was chosen. This chapter has discussed and analyzed the similarities and differences between sensory marketing and gamification, as well as what theoretical perspectives and practices gamification can borrow from sensory marketing. Six issues have surfaced that require more research on this matter: (1) The interaction effects, (2) Weight and impact, (3) Congruency, (4) Complexity, (5) (sub)Conscious/(non)visible elements, and (6) The causal chain. This chapter explains and discusses these issues and offers future research avenues.

Place, publisher, year, edition, pages
Hershey: IGI Global, 2020
Series
Advances in Business Strategy and Competitive Advantage (ABSCA), ISSN 2327-3429, E-ISSN 2327-3437
National Category
Business Administration
Research subject
Economy, Business administration
Identifiers
urn:nbn:se:lnu:diva-93199 (URN)10.4018/978-1-7998-1970-7.ch003 (DOI)9781799819707 (ISBN)1799819701 (ISBN)9781799819721 (ISBN)
Available from: 2020-03-31 Created: 2020-03-31 Last updated: 2020-03-31Bibliographically approved
Helmefalk, M., Marcusson, L. & Sell, A. (2020). “Who cares about fireworks?”: A study on digital coaching, gamification and exercise motivation. In: Proceedings of the 53rd Hawaii International Conference on System Sciences: . Paper presented at 53rd Hawaii International Conference on System Sciences (HICSS), Honolulu, USA, January 7-10, 2020 (pp. 1266-1275). University of Hawai'i Press
Open this publication in new window or tab >>“Who cares about fireworks?”: A study on digital coaching, gamification and exercise motivation
2020 (English)In: Proceedings of the 53rd Hawaii International Conference on System Sciences, University of Hawai'i Press, 2020, p. 1266-1275Conference paper, Published paper (Refereed)
Abstract [en]

Digital coaching systems offer users support in their physical training through insights and advice based on the individual’s activity data. Often these systems utilize gamification mechanisms to motivate users. In this study we conduct interviews with digital coaching users to understand how digital coaching systems are used to motivate physical activity, what kind of a role gamification plays, and how digital coaching systems should be developed further to better motivate users. We find that data itself is more motivating than gamification mechanisms, that players use data to play their own, internal games; and that data is also used for social purposes. We find that the benefits from digital coaches today are limited and mainly related to accurate exercise tracking and visualization of user data. Gamified elements are used on a low level and not perceived as value-adding by the users; deeper understanding of motivation theory and promoting intrinsic motivation is needed.

Place, publisher, year, edition, pages
University of Hawai'i Press, 2020
Keywords
Coaching, Gamification, Digital coaching, Physical training, Wellness intervention, Self-determination theory
National Category
Information Systems, Social aspects
Research subject
Economy, Ledarskap, entreprenörskap och organisation
Identifiers
urn:nbn:se:lnu:diva-93204 (URN)10.24251/HICSS.2020.156 (DOI)9780998133133 (ISBN)
Conference
53rd Hawaii International Conference on System Sciences (HICSS), Honolulu, USA, January 7-10, 2020
Available from: 2020-03-31 Created: 2020-03-31 Last updated: 2020-04-01Bibliographically approved
Helmefalk, M. (2019). An interdisciplinary perspective on gamification: mechanics, psychological mediators and outcomes. INTERNATIONAL JOURNAL OF SERIOUS GAMES, 6(1), 3-26
Open this publication in new window or tab >>An interdisciplinary perspective on gamification: mechanics, psychological mediators and outcomes
2019 (English)In: INTERNATIONAL JOURNAL OF SERIOUS GAMES, E-ISSN 2384-8766, Vol. 6, no 1, p. 3-26Article in journal (Refereed) Published
Abstract [en]

As gamification literature has matured, the gap between how different domains apply the theory has widened. This has positioned gamification as being more dependent on context, rather than being an independent theory per se. To address this notion, three concepts are identified as being central for how the designergamifies a process. These are mechanics, psychologicalmediators and desired outcomes. Following this logic, a review was conducted using 79(n) articles across seven disciplines, namely health and wellness, crowdsourcing, sustainability, computer science, software development, business, and tourism. The findings highlighted potential relationships between several concepts when gamifying a situation, context, service or/and process.This research presents an alternative and uniform perspective on the broad gamification research to better understand how gamification functions and can be employed to impact various outcomes. Furthermore, this research contributes to this rather eclectic domain, presenting a more categorized view in showing domain-specific mechanics and how these can be employed for empirical testing.Lastly, the conceptual model can be modified, employed and adjusted to investigate various effects of gamification on outcomes.

Place, publisher, year, edition, pages
Serious Games Society, 2019
Keywords
Conceptual Model, Gamification, Interdisciplinary, Mechanics, Psychological Mediators, Outcomes
National Category
Business Administration
Research subject
Economy, Business administration
Identifiers
urn:nbn:se:lnu:diva-86881 (URN)10.17083/ijsg.v6i1.262 (DOI)
Available from: 2019-07-17 Created: 2019-07-17 Last updated: 2019-09-06Bibliographically approved
Eklund, A. & Helmefalk, M. (2019). Brand experience and brand image: the mediating impact of brand passion and brand image in the context of car brands. In: : . Paper presented at 14th Global Brand Conference 2019: Academy of Marketing - SIG Brand, Identity & Corporate Reputation, Berlin, Germany, May 8-10, 2019.
Open this publication in new window or tab >>Brand experience and brand image: the mediating impact of brand passion and brand image in the context of car brands
2019 (English)Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

The automotive industry encounters fierce competition, in which distinguishing from competitive brands is imperative to ensure a positive brand image. Due that consumers are overwhelmed with car brands to select from, manufacturers need to consider how to make them loyal next time when purchasing a car. This paper examines the parallel meditation of brand passion and brand image between brand experience and brand loyalty for car brands. A questionnaire was distributed online through a car magazine among car consumers (n = 897). The parallel mediation was examined using Hayes PROCESS. Results show that brand passion and brand image positively mediate the relationship between brand experience and brand loyalty. These results allude that forward-thinking managers and researches not only need to consider the relationship between brand experience and brand loyalty but also that consumer’s brand passion and brand image mediate the linkage. Hence, brand experience can be tailor-made with brand-related stimuli to facilitate consumers brand passion and brand image, which will positively impact brand loyalty and make consumers intermittently purchase the same car brand again. Future research is encouraged to compare premium vs. non-premium brand with another with the parallel meditation effect to identify differences and similarities.

Keywords
Brand experience, Brand passion, Brand image, Brand loyalty, Parallel mediation
National Category
Business Administration
Research subject
Economy, Business administration
Identifiers
urn:nbn:se:lnu:diva-84724 (URN)
Conference
14th Global Brand Conference 2019: Academy of Marketing - SIG Brand, Identity & Corporate Reputation, Berlin, Germany, May 8-10, 2019
Available from: 2019-06-07 Created: 2019-06-07 Last updated: 2019-08-09Bibliographically approved
Helmefalk, M. (2019). Browsing behaviour as a mediator: the impact of multi-sensory cues on purchasing. Journal of Consumer Marketing, 36(2), 253-263
Open this publication in new window or tab >>Browsing behaviour as a mediator: the impact of multi-sensory cues on purchasing
2019 (English)In: Journal of Consumer Marketing, ISSN 0736-3761, E-ISSN 2052-1200, Vol. 36, no 2, p. 253-263Article in journal (Refereed) Published
Abstract [en]

Purpose This paper aims to examine how multi-sensory cues, when store-congruent, influence consumer browsing behaviour and its subsequent effect on purchasing. Design/methodology/approach Two studies were used with a field experimental design in a furnishing retail store to examine browsing behaviour and purchasing in a visual, auditory, olfactory and a multi-sensory treatment group. Data were gathered over 12 weeks. This study was a set of studies comprising my dissertation thesis (Helmefalk, 2017). Findings Findings show that multi-sensory cues in a retail atmosphere are evidently influencing purchasing via browsing behaviour as a mediator. Originality/value The findings evidence browsing behaviour as a mediator and predictor for purchasing, which emphasizes its conceptual and empirical contribution in terms of modifying retail atmospheres. The work contributes to the field of retailing, sensory marketing and consumer behaviour, a novel view on the linkages between multi-sensory cues, browsing behaviour and purchasing.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2019
Keywords
Atmospherics, Consumer behaviour, Browsing behaviour, Cues, Retailing, Senses
National Category
Economics and Business
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-81399 (URN)10.1108/JCM-10-2017-2392 (DOI)000461489600001 ()2-s2.0-85061498748 (Scopus ID)
Available from: 2019-03-29 Created: 2019-03-29 Last updated: 2019-08-29Bibliographically approved
Sell, A., Walden, P., Carlsson, C., Helmefalk, M. & Marcusson, L. (2019). Digital coaching to support university students’ physical activity. In: Andreja Pucihar, Mirjana Kljajić Borštnar, Roger Bons, Juergen Seitz, Helen Cripps & Doroteja Vidmar (Ed.), 32nd Bled eConference Humanizing Technology for a Sustainable Society, June 16 - 19, 2019, Bled: conference proceedings. Paper presented at 32nd Bled eConference Humanizing Technology for a Sustainable Society, Bled, Slovenia, June 16-19, 2019 (pp. 599-618). Maribor, Slovenia: University of Maribor Press
Open this publication in new window or tab >>Digital coaching to support university students’ physical activity
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2019 (English)In: 32nd Bled eConference Humanizing Technology for a Sustainable Society, June 16 - 19, 2019, Bled: conference proceedings / [ed] Andreja Pucihar, Mirjana Kljajić Borštnar, Roger Bons, Juergen Seitz, Helen Cripps & Doroteja Vidmar, Maribor, Slovenia: University of Maribor Press , 2019, p. 599-618Conference paper, Published paper (Refereed)
Abstract [en]

In this paper, we aim to find out if digital coaching could support students to become physically more active. Studies show a worldwide trend of declining physical activity, and students are no exception. The search for means to keep the younger population physically active is not an easy task but technology will for sure play an important role in alleviating this trend. If a digital coach is one of the possible solutions it needs to offer support and feedback that are relevant to the students in their everyday activities. We carried out a survey with 138 undergraduate students to find out if features expected of a professional trainer who coaches athletes would be important also for a digital coach for it to be attractive and useful for students.

Place, publisher, year, edition, pages
Maribor, Slovenia: University of Maribor Press, 2019
Keywords
Digital coach, Everyday activities, Training technology, Physical activity, University Students
National Category
Information Systems, Social aspects
Research subject
Computer and Information Sciences Computer Science, Information Systems
Identifiers
urn:nbn:se:lnu:diva-93200 (URN)10.18690/978-961-286-280-0.32 (DOI)9789612862800 (ISBN)
Conference
32nd Bled eConference Humanizing Technology for a Sustainable Society, Bled, Slovenia, June 16-19, 2019
Available from: 2020-03-31 Created: 2020-03-31 Last updated: 2020-04-02Bibliographically approved
Helmefalk, M. & Marcusson, L. (2019). Gamification in a servicescape context: a conceptual framework. International Journal of Internet Marketing and Advertising, 13(1), 22-46
Open this publication in new window or tab >>Gamification in a servicescape context: a conceptual framework
2019 (English)In: International Journal of Internet Marketing and Advertising, ISSN 1477-5212, E-ISSN 1741-8100, Vol. 13, no 1, p. 22-46Article in journal (Refereed) Published
Abstract [en]

While gamification has gained in popularity across different research domains, there is still scarce knowledge on gamification in a servicescape context. The little research that exists in this field does not point in any clear direction. However, further investigation of gamification can provide researchers and practitioners with opportunities to further understand, embed and implement gamification into their marketing activities. To solve these issues, this research reviews contemporary servicescape and gamification literature and conceptualises a framework showing how gamification and its mechanics are linked to the concept of servicescapes and its marketing outcomes. This review highlights gamified mechanics in servicescapes as visible, non-visible and platform dependent. These are shown to influence cognitive and affective responses such as engagement, motion, flow and emotions, which subsequently have impact on long and short-term marketing outcomes. Theoretical and managerial implications are also discussed.

Place, publisher, year, edition, pages
InderScience Publishers, 2019
Keywords
Atmospheres, Engagement, Gamification, Marketing, Motivation, Retailing, Servicescape, Stimuli, Organism and response, S-O-R, Value, Customer behaviour
National Category
Business Administration
Research subject
Economy, Business administration
Identifiers
urn:nbn:se:lnu:diva-81514 (URN)10.1504/IJIMA.2019.097894 (DOI)2-s2.0-85062178245 (Scopus ID)
Available from: 2019-03-29 Created: 2019-03-29 Last updated: 2019-09-04Bibliographically approved
Helmefalk, M., Lundqvist, S. & Marcusson, L. (2019). The role of mechanics in gamification: an interdisciplinary perspective. International Journal of Virtual and Augmented Reality, 3(1), 18-41
Open this publication in new window or tab >>The role of mechanics in gamification: an interdisciplinary perspective
2019 (English)In: International Journal of Virtual and Augmented Reality, ISSN 2473-537X, Vol. 3, no 1, p. 18-41Article in journal (Refereed) Published
Abstract [en]

With regard to the contemporary discussion of gamifying processes in various domains, it is obvious that there exists a naive notion that simply adding leaderboards/pins/points/badges would lead to success. Even though other instances of gamification mechanics could actually perform better. The literature has not yet managed to prove whether different domains require different mechanics in order to impact on engagement and motivation. To address these critical issues, a literature review was conducted across six domains that examined game mechanics, including their uniqueness for gamification research. Findings show a myriad of mechanics with different sharing properties, which are more or less domain-congruent. These mechanics can be separated into four levels: general, mostly similar, partly similar and unique. The findings enable a better understanding of how to employ situation-congruent mechanics to a given context, which is important for both research and practice.

Place, publisher, year, edition, pages
IGI Global, 2019
Keywords
Domain, Game, Game mechanics, Gamification, Levels, Mechanics, Situation-congruent, Unique mechanics
National Category
Business Administration
Research subject
Economy, Business administration
Identifiers
urn:nbn:se:lnu:diva-83391 (URN)10.4018/IJVAR.2019010102 (DOI)
Available from: 2019-05-24 Created: 2019-05-24 Last updated: 2019-09-12Bibliographically approved
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0003-2924-2874

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