Gamification and behaviour change: Understanding the mechanism and its implications for social marketing
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Robert Mitchell Thesis
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Available under License Creative Commons Attribution Non-commercial No Derivatives 4.0. |
Description
While Pokémon Go, Fitbit and other contemporary examples of gamification (game design in non-game contexts) highlight the potential for play to support behavioural change, negative responses in autonomy restrictive contexts challenge our understanding of how gamification works. This thesis explores the capacity for context to influence how gamification products are experienced across social marketing domains of health and the workplace. In particular, the negative influences of controlling rewards, punishment and social pressure are examined through the lens of Self Determination Theory to explain why similar gamification products provide different outcomes in different environments.
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| ID Code: | 201658 |
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| Item Type: | QUT Thesis (PhD) |
| Supervisor: | Schuster, Lisa & Jin, HS |
| Keywords: | Gamification, Gamified, Intrinsic Motivation, Extrinsic Motivation, Social Marketing, Self-Determination Theory, Mobile App, Internal Marketing, Cognitive Evaluation Theory, Organismic Integration Theory |
| DOI: | 10.5204/thesis.eprints.201658 |
| Divisions: | Past > QUT Faculties & Divisions > QUT Business School Current > Schools > School of Advertising, Marketing & Public Relations |
| Institution: | Queensland University of Technology |
| Deposited On: | 23 Jul 2020 22:27 |
| Last Modified: | 23 Jul 2020 22:27 |
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