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Gamified in-store mobile marketing: The mixed effect of gamified point-of-purchase advertising

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  • Högberg, Johan
  • Shams, Poja
  • Wästlund, Erik

Abstract

This study investigates the effect of gamification on in-store mobile advertisement. More specifically, it investigates the effect of gamification on the inclination to act on offers gained at point of purchase. For this purpose, a field experiment was conducted at a supermarket, where real customers were recruited. Eye tracking, smartphone activity logging and choice were used to investigate the customers’ behaviour. The results reveal that gamification is not always useful for increasing the tendency to act on offers. In fact, engagement in a gamified shopping task is needed; otherwise, the tendency to act on offers might even decrease when gamifying.

Suggested Citation

  • Högberg, Johan & Shams, Poja & Wästlund, Erik, 2019. "Gamified in-store mobile marketing: The mixed effect of gamified point-of-purchase advertising," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 298-304.
    • Handle: RePEc:eee:joreco:v:50:y:2019:i:c:p:298-304
    DOI: 10.1016/j.jretconser.2018.07.004
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    Cited by:

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    2. Bekk, Magdalena & Eppmann, René & Klein, Kristina & Völckner, Franziska, 2022. "All that glitters is not gold: An investigation into the undesired effects of gamification and how to mitigate them through gamification design," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1059-1081.
    3. Lubart, Allan & Capelli, Sonia, 2024. "Gamification of the point of sale using hybrid-reality games: Non-players' negative influence on players' service experience," Technological Forecasting and Social Change, Elsevier, vol. 203(C).
    4. Baek, Tae Hyun & Yoon, Sukki, 2020. "Looking forward, looking back: The impact of goal progress and time urgency on consumer responses to mobile reward apps," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    5. Ameen, Nisreen & Shah, Mahmood Hussain & Sims, Julian & Choudrie, Jyoti & Willis, Robert, 2020. "Are there peas in a pod when considering mobile phone and mobile applications use: A quantitative study," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    6. Tsai, Pei-Hsuan, 2024. "Exploring consumer purchase intention in cross-boundary retail alliances with gamified OMO virtual-physical fusion services," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).

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