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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
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
Helmefalk, M. & Eklund, A. (2018). Fun and function?: The impact of experiential learning styles on hedonic and utilitarian values in classrooms. Journal of Interdisciplinary Studies in Education, 7(1), 1-18
Open this publication in new window or tab >>Fun and function?: The impact of experiential learning styles on hedonic and utilitarian values in classrooms
2018 (English)In: Journal of Interdisciplinary Studies in Education, ISSN 2166-2681, Vol. 7, no 1, p. 1-18Article in journal (Refereed) Published
Abstract [en]

This study examines how components of experiential learning styles influencethe hedonic and utilitarian values of classrooms in higher education. Thesevalues are argued to impact on emotions and learning outcomes. A surveywas employed with university students in different universities. Findings showconcrete experience has a positive impact on both hedonic and utilitarianvalues. These findings emphasize that those students that score higher on theconcrete experience scale tend to consider classrooms as more importantregarding their utilitarian and hedonic values. These students are suggestedto be more influenced by experiential designed classrooms that impact theirlearning outcomes.

Place, publisher, year, edition, pages
Arkansas State University, 2018
Keywords
Hedonic and utilitarian values, Higher education, Learning styles
National Category
Business Administration
Research subject
Economy, Business administration
Identifiers
urn:nbn:se:lnu:diva-84726 (URN)
Available from: 2019-06-07 Created: 2019-06-07 Last updated: 2019-06-10Bibliographically approved
Eklund, A. & Helmefalk, M. (2018). Seeing through touch: a conceptual framework of visual-tactile interplay. Journal of Product & Brand Management, 27(5), 498-513
Open this publication in new window or tab >>Seeing through touch: a conceptual framework of visual-tactile interplay
2018 (English)In: Journal of Product & Brand Management, ISSN 1061-0421, Vol. 27, no 5, p. 498-513Article, review/survey (Refereed) Published
Abstract [en]

Purpose - The purpose of this paper is to develop a comprehensive conceptual framework of visual-tactile interplay and consumer responses in brand, product and servicescape contexts. Design/methodology/approach - This paper performs a literature review of visual-tactile interplay by reviewing prior research in marketing and psychology. Findings - The review reveals that visual-tactile interplay provokes various consumer responses depending on whether brands, products or servicescapes are used. The paper develops a comprehensive conceptual framework mapping out visual-tactile interplay and the relationship with consumers' cognition, emotions and behaviors. Research limitations/implications - A conceptual model was developed with a novel view on how visual and tactile cues can together influence consumer responses. Practical implications - This paper shows how visual-tactile interplay is successful in brand, product and servicescape contexts and provides practical insight for firms into how to provoke consumers' cognitive, emotional and behavioral responses. Originality/value - This paper contributes to existing literature by developing a conceptual framework and model of visual-tactile interplay and consumer responses by drawing on research in marketing and psychology.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2018
Keywords
Brands, Products, Servicescapes, Sensory cues, Sensory marketing, Multisensory interplay, Visual-tactile interplay
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-79764 (URN)10.1108/JPBM-07-2017-1520 (DOI)000454251800004 ()2-s2.0-85056471036 (Scopus ID)
Available from: 2019-01-23 Created: 2019-01-23 Last updated: 2019-08-29Bibliographically approved
Helmefalk, M. & Berndt, A. (2018). Shedding light on the use of single and multisensory cues and their effect on consumer behaviours. International Journal of Retail & Distribution Management, 46(11-12), 1077-1091
Open this publication in new window or tab >>Shedding light on the use of single and multisensory cues and their effect on consumer behaviours
2018 (English)In: International Journal of Retail & Distribution Management, ISSN 0959-0552, E-ISSN 1758-6690, Vol. 46, no 11-12, p. 1077-1091Article in journal (Refereed) Published
Abstract [en]

Purpose Retail stores are required to provide a stimulating in-store experience for customers and do this by developing various strategies. One strategy implemented by retailers is the use of sensory cues to encourage consumers to engage with the environment and the products on display and available for purchase. Conducted in a lighting department, the purpose of this paper is to consider how retailers can employ a multisensory cue, which is formed by combining three single cues to positively impact consumer behaviours - specifically time spent, touching and purchase. Design/methodology/approach The study comprised an experimental design, which implemented single congruent visual, auditory and olfactory cues that formed a multisensory cue. Consumer behaviour outcomes of these cues were measured using objective measures. Findings The results show that a multisensory cue impacts time spent and purchasing, but no evidence of it affecting touching was noted. In the case of the single cues, auditory and scent cues impacted time spent, but their effect was not to the extent of the multisensory cue, which was superior. Research limitations/implications The study focussed on one product category within a general furnishing store, thus limiting the extent to which the findings can be generalised. Practical implications The effect of a multisensory cue exceeded that of single cues, emphasising the need for retailers to consider and develop a multisensory retail environment. Originality/value While research into the effect of single cues on consumer behaviours has shown positive effects, research into a multisensory cue, especially in a real-retail setting, is relatively scarce.

Place, publisher, year, edition, pages
Emerald Group Publishing Limited, 2018
Keywords
Purchasing, Retailing, Sensory marketing, Consumer behaviours, Multisensory cues, Time spent
National Category
Economics and Business
Research subject
Economy
Identifiers
urn:nbn:se:lnu:diva-83422 (URN)10.1108/IJRDM-03-2018-0057 (DOI)000450812100005 ()2-s2.0-85056199145 (Scopus ID)
Available from: 2019-05-27 Created: 2019-05-27 Last updated: 2019-08-29Bibliographically approved
Helmefalk, M. (2017). Marknadsföring riktad till våra sinnen ökar köplusten i butik. forskning.se
Open this publication in new window or tab >>Marknadsföring riktad till våra sinnen ökar köplusten i butik
2017 (Swedish)Other (Other (popular science, discussion, etc.))
Place, publisher, year, pages
forskning.se, 2017. p. 1
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-79205 (URN)
Available from: 2018-12-14 Created: 2018-12-14 Last updated: 2018-12-14Bibliographically approved
Helmefalk, M. & Hultén, B. (2017). Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers’ emotions and purchase behavior. Journal of Retailing and Consumer Services, 38, 1-11
Open this publication in new window or tab >>Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers’ emotions and purchase behavior
2017 (English)In: Journal of Retailing and Consumer Services, ISSN 0969-6989, E-ISSN 1873-1384, Vol. 38, p. 1-11Article in journal (Refereed) Published
Abstract [en]

This paper explores the effects of multi-sensory congruent cues om shoppers’ emotions and purchase behavior in designing retail store atmosphere. Prior research suggests atmospheric stimuli to contribute to establish an appealing atmosphere and studies have confirmed that shoppers react to different stimuli. However, extant studies have not examined how multi-sensory congruent cues added to a visually dominant store atmosphere might impact shopper emotions and purchase behavior. The findings demonstrate a positive effect of multi-sensory congruent cues on shoppers’ emotions, through valence, and purchase behavior, through time spent and purchase. It is evident that shoppers perceive multi-sensory cues, such as auditory and olfactory ones, to be more effective in a dominant visual store atmosphere compared to only adding new visual stimuli. For retailers, a visually dominant store atmosphere should be designed more in the direction of a multi-sensory atmosphere in offering shoppers more appealing experiences of the retail setting.

Place, publisher, year, edition, pages
Elsevier, 2017
Keywords
Atmospheric stimuli, Multi-sensory congruent cues, Store design, Emotions, Purchase behavior and field experiments
National Category
Business Administration
Research subject
Economy, Marketing
Identifiers
urn:nbn:se:lnu:diva-63532 (URN)10.1016/j.jretconser.2017.04.007 (DOI)000416094300001 ()2-s2.0-85018946949 (Scopus ID)
Available from: 2017-05-09 Created: 2017-05-09 Last updated: 2019-08-29Bibliographically approved
Organisations
Identifiers
ORCID iD: ORCID iD iconorcid.org/0000-0003-2924-2874

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