Personalizing Persuasive Strategies in Gameful Systems to Gamification User Types
summary
A large online study with 543 participants uses storyboards and regression modeling to test ten persuasive strategies in gameful health systems. Results show players prefer competition, comparison, cooperation and rewards; socialisers respond to almost every strategy and are the most persuadable; disruptors are actively repelled by punishment, goal-setting, simulation and self-monitoring; achievers and free spirits respond weakly to the common strategies. Punishment surprisingly motivates some socialisers and players, and the paper gives concrete tailoring guidelines.
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chapters (8)
- 0:00Introduction and motivation
- 2:19Problem with one-size-fits-all designs
- 4:07Gamification user types explained
- 6:02Study design and key findings
- 10:21Design implications for persuasive systems
- 13:12Tailoring strategies to user types
- 17:00Future work and takeaways
- 17:53Q&A session
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