AbstractThe impact of gamification on engagement and motivation of its users is a recurrent topic that has been covered many times in recent years in the literature. However, this effect is often taken for granted, leading managers to several mistakes in its implementation in managerial initiative, leading them to poor or undesired results... This thesis will cover the topic of gamification as a form of consumption. As any form of consumption, it is constrained by satiation, which can reduce its efficiency in the long run. The goal of this article is to understand the effect of satiation on gamification, as well as providing solution to reduce it. In order to do that, this thesis is based on a thorough literature review on the topic of satiation, crossed with further analysis of gamification mechanics, in order to determine which one could potentially reduce satiation. Two hypothèses emerged from this review:
(1) A competitive context generates a reduced satiation effect in comparison with a cooperative context.
(2) Variety in reward mechanics generates a reduced satiation effect. These two hypotheses were explored and analysed through two experiments during individuals were tested in a gamified context, providing data that were used to confirm those hypotheses on some variables, such as engagement, the ammount of repeated experiences and satisfaction
|Date of Award||26 Aug 2019|
|Supervisor||Wafa Hammedi (Supervisor)|