Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/311511 
Year of Publication: 
2020
Citation: 
[Journal:] Journal of Marketing and Consumer Behaviour in Emerging Markets (JMCBEM) [ISSN:] 2449-6634 [Issue:] 1 [Year:] 2020 [Pages:] 60-67
Publisher: 
University of Warsaw, Faculty of Management, Warsaw
Abstract: 
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.
Subjects: 
gamification
market research
creative development
JEL: 
M31
M37
M30
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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