Gaining Rewards vs Avoiding Loss: When Does Gamification Stop Being Fun?

Handbook of Research on Trends in Gamification, edited by Donna Davis & Harsha Gangadharbatla, p.48-72, IGI-Global, ISBN 978-1-4666-8651-9. DOI 10.4018/978-1-4666-8651-9.ch003.

26 Pages Posted: 18 Aug 2017

See all articles by Selcen Ozturkcan

Selcen Ozturkcan

Department of Marketing, School of Business and Economics, Linnaeus University

Sercan Şengün

MIT CSAIL

Date Written: 2015

Abstract

This chapter enhances the dyadic gain-loss concept by presenting findings of a research project on uncovering whether the efficiency component of gamification could be better attained by balancing a shift from gain to loss, or completely avoiding it altogether. The gamification of any system requires a good selection and balance of game design elements to make the overall experience fun, as well as gaming emotions to keep it intrinsically rewarding. However, if not designed properly, participators of a gamified system that expect the prospect of gaining rewards, may ultimately realize a shift of engagement from gain to avoiding losses any earned status, badge, experience, or popularity often de ned within the periphery of the gamified system. Findings reveal changing levels of motivation within different participatory foci, where loss avoidance (punishment scenarios) generates more motivation than the prospect of gaining rewards.

Keywords: Gamification, regulatory fit, game element design

JEL Classification: M00

Suggested Citation

Ozturkcan, Selcen and Şengün, Sercan, Gaining Rewards vs Avoiding Loss: When Does Gamification Stop Being Fun? (2015). Handbook of Research on Trends in Gamification, edited by Donna Davis & Harsha Gangadharbatla, p.48-72, IGI-Global, ISBN 978-1-4666-8651-9. DOI 10.4018/978-1-4666-8651-9.ch003.. Available at SSRN: https://ssrn.com/abstract=3019338

Selcen Ozturkcan (Contact Author)

Department of Marketing, School of Business and Economics, Linnaeus University ( email )

Kalmar, SE-391 82
Sweden
+46 (48) 049-7189 (Phone)

HOME PAGE: http://lnu.se/en/staff/selcen.ozturkcan/

Sercan Şengün

MIT CSAIL ( email )

20 Ames St.
Cambridge, MA 02139-4307
United States

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