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What can gamification learn from sensory marketing?: In the context of servicescapes
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för marknadsföring (MF).ORCID-id: 0000-0003-2924-2874
2020 (engelsk)Inngår i: Utilizing gamification in servicescapes for improved consumer engagement / [ed] Miralem Helmefalk & Leif Marcusson, Hershey: IGI Global, 2020, s. 52-85Kapittel i bok, del av antologi (Fagfellevurdert)
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.

sted, utgiver, år, opplag, sider
Hershey: IGI Global, 2020. s. 52-85
Serie
Advances in Business Strategy and Competitive Advantage (ABSCA), ISSN 2327-3429, E-ISSN 2327-3437
HSV kategori
Forskningsprogram
Ekonomi, Företagsekonomi
Identifikatorer
URN: urn:nbn:se:lnu:diva-93199DOI: 10.4018/978-1-7998-1970-7.ch003ISBN: 9781799819707 (tryckt)ISBN: 1799819701 (tryckt)ISBN: 9781799819721 (digital)OAI: oai:DiVA.org:lnu-93199DiVA, id: diva2:1420671
Tilgjengelig fra: 2020-03-31 Laget: 2020-03-31 Sist oppdatert: 2020-03-31bibliografisk kontrollert

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