The Gamification of Buying

Tobias Schlager, University of St.Gallen, Switzerland
Christian Hildebrand , University of St.Gallen, Switzerland
Gerald Häubl, University of Alberta, Canada
Andreas Herrmann, University of St.Gallen, Switzerland
Evidence from six (laboratory and field) experiments shows that construing part of the shopping process as a game that one must complete successfully in order to “unlock” an object (i.e., a product, feature, or offer) increases consumer preference for that object relative to a non-gamified shopping process.
[ to cite ]:
Tobias Schlager, Christian Hildebrand , Gerald Häubl, and Andreas Herrmann (2015) ,"The Gamification of Buying ", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan and Meng Zhang, Duluth, MN : Association for Consumer Research, Pages: 232-232.