Understanding how Gamification Influences Behaviour in Social Marketing

Abstract

Purpose In Australia and many other nations the prevalence of overweight and obesity is increasing, while physical activity declines. This paper investigates the effect of gamification on consumers’ motivation and behaviour to engage in physical activity over time from a social marketing perspective. Design/methodology/approach An experimental design was used to determine the effect of a popular gamified fitness application (app) on both intrinsic motivation and walking behaviour over four weeks. Findings While the study found that gamification supported behaviour change and maintenance, there was no significant change to intrinsic motivation as a result of using the app. This finding suggests there may be an alternative mechanism underlying how gamification achieves behavioural outcomes. Research limitations/implications Future research is recommended to further explore the manner in which gamification influences behaviours. Originality/value This paper addresses the call for longitudinal studies of gamification and for studies examining both the motivational and behavioural outcomes of gamification.