Bitte verwenden Sie diesen Link, um diese Publikation zu zitieren, oder auf sie als Internetquelle zu verweisen: https://hdl.handle.net/10419/311511 
Erscheinungsjahr: 
2020
Quellenangabe: 
[Journal:] Journal of Marketing and Consumer Behaviour in Emerging Markets (JMCBEM) [ISSN:] 2449-6634 [Issue:] 1 [Year:] 2020 [Pages:] 60-67
Verlag: 
University of Warsaw, Faculty of Management, Warsaw
Zusammenfassung: 
Gamification is defined as using game design elements in non-gaming contexts: education, management, marketing and also market research. Gamified research tools help to increase respondents' engagement and obtain more in-depth results. Up till now the effects of gamifications were tested in the domains of brand strategy and consumer experience. The article shows the results of the experiment proving the effectiveness of a gamified approach to the qualitative advertisement testing. The experimental group with a narrative context added to a question regarding the first impression performed better than the control group with a standard task. Also gender differences were observed: the effect was valid only for men - there were no significant differences in the performance of women in both groups. Due to an uneven split of men and women and a small sample in general, this effect needs further examination.
Schlagwörter: 
gamification
market research
creative development
JEL: 
M31
M37
M30
Persistent Identifier der Erstveröffentlichung: 
Creative-Commons-Lizenz: 
cc-by Logo
Dokumentart: 
Article

Datei(en):
Datei
Größe
361.69 kB





Publikationen in EconStor sind urheberrechtlich geschützt.