The role of Gamification for sustained Consumer Behavior Change

The Master Thesis focuses on the effects Gamification can have on human behavior and motivation. Behavior models have been applied to analyse their contribution for explaining nowadays Gamification success.
The whole thesis will be published at this blog soon.

Publication of summarized research findings

 Download research summary  

Download complete thesis (german)

To conduct the survey international thought leaders from the fields of Gamification, Psychology and Game Design have been interviewed.

The interviewed experts are: 

Gabe Zichermann

- gamification thought leader. He is the chair of the Gamification Summit and Workshops, and is co-author of the book “Game-Based Marketing” (Wiley, 2010). Gabe frequently muses about games and the world at http://Gamification.Co  and hosts the Gamification Summit.

Sebastian Deterding

-  is a researcher and designer working on user experience, persuasive design, video games, and gamification. His PhD research at the Research Center for Media and Communication at Hamburg University looks into the use of game design to motivate user behavior in non-game contexts. Today, he speaks and publishes internationally on persuasive design and gamification at events such as reboot, re:publica, or Playful, and consults game companies on game usability and playability. http://codingconduct.cc/

 Mario Herger

 -  is a Senior Innovation Strategist at SAP Labs in Palo Alto, California and global head of the Gamification Initiative at SAP. He has worked in the past on a series of new SAP products and drives several communities around innovative topics at SAP.  http://enterprise-gamification.com

Seth Cooper

-  is the creative director of the Center for Game Science at the University of Washington. He received his PhD in Computer Science and Engineering from the University of Washington. His current research focuses on using video games to solve difficult scientific problems. He is the co-creator and lead designer and developer of Foldit. He has also done research in real-time animation for games, often in the mocap lab. He has previously worked at Square Enix, Electronic Arts, Pixar Animation Studios and the UC Berkeley Space Sciences Laboratory (on BOINC).

Christopher Lynch

- is Badgeville’s Director of Product Marketing. Badgeville is one of the leading Gamification Vendors and has more than 150 global customers like ebay, Samsung and Danone.

http://www.badgeville.com/

BJ Fogg

- is specialized at the change of human behavior through persuasive technologies. He is industry consultant and professor at Stanford University and leads Stanford Persuasive Tech Lab. Fortune Magazine listed him as one of “10 New Gurus You Should Know.” http://www.bjfogg.com/; http://captology.stanford.edu/

Markus Breuer
- is a consultant for developing digital strategies. He is specialised in Gamification, Targeting, Personalisation, Engagement and User Involvement. Furthermore he is the CEO of the E-Business Consultancy  Beratung Elephant Seven and manager of the Predictive Behavioral Targeting company nugg.ad. He writes frquently at his Gamificationblog http://intelligent-gamification.de/. 

Johannes Schneider
- is one of Germanys most reputable Brand Consultans and Partner of the Neuro Marketing Consultancy Decode. As an advertisement psychologist he develops market startegies based on the Codes of products and brands. Beyond that he is CEO of Belo Horizonte. http://www.hellobelohorizonte.com/

Jettie Hoonhout
- is a psychologist and senior scientist for Philips product development. She is doing research about innovative interaction technologies für consumer goods.

Paige Petersen 
- is Account Manager und Loyalty Expert of a leading Gamification Vendor BigDoor. She consults companies like Big Brother, Wetpaint and Dell. BigDoor was founded in  2009 and consults nowadays more than 300 international companies. http://www.bigdoor.com/

Tobias Keil
-is psychologist and Managing Director of Manawa Marketing. He is specialized at  (Neuro-) Marketing Research, Consumer Insights, Market Research Marktforschung and Innovations. His strategy consulting includes Marketing- & Brand-Management, Relationship-Management, Neuromarketing and  psychological  Marketing.