Level Up! The Role of Progress Feedback Type for Encouraging Intrinsic Motivation and Positive Brand Attitudes in Public Versus Private Gaming Contexts

Volume: 32, Pages: 1 - 12
Published: Nov 1, 2015
Abstract
With the popularity of video games and the resulting gamification of everyday activities comes an increase in in-game advertising (IGA). As a result, video game players' engagement and motivation to level-up or master a video game are becoming increasingly important for marketers hoping to increase exposure to their brands. Across two experimental studies, we provide evidence that games played publically (versus privately) are more motivating to...
Paper Details
Title
Level Up! The Role of Progress Feedback Type for Encouraging Intrinsic Motivation and Positive Brand Attitudes in Public Versus Private Gaming Contexts
Published Date
Nov 1, 2015
Volume
32
Pages
1 - 12
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