Gamification as a Marketing Tool in Life-defining Decision-making Processes
Abstract
This study investigates the influence of gamification on the ease of life-defining decision-making processes, with a particular focus on its application in marketing. By employing various statistical analyses, the study aims to validate hypotheses concerning the effectiveness of gamification in facilitating the ease of decision-making, reducing cognitive dissonance, and exploring the moderating roles of customization, social influence, and perceptions of educational success.
The methodology involves a quantitative approach through an online survey, with data collected from 285 respondents, resulting in 113 complete responses. The survey measured constructs related to gamification, decision-making, and cognitive dissonance, alongside customization, social influence, and perceptions of educational success.
Results indicate that gamification significantly enhances decision-making efficiency and reduces cognitive dissonance, highlighting its potential as a powerful tool in diverse decision-making contexts. Customization and social influence exhibit some moderating effects, but their impact is less pronounced. Furthermore, gender differences reveal that female participants are more influenced by social factors in decision-making processes than males.
The study contributes to a deeper understanding of gamification as a marketing tool, highlighting its potential to streamline complex decisions, enhance user engagement, and increase satisfaction and confidence.
Keywords: gamification, quiz, decision-making, cognitive dissonance, social influence, customization, educational success, marketing tool
Description
Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2024