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Effect of Gamification on the emotions of users of an online advertising platform
KTH, School of Electrical Engineering and Computer Science (EECS).
2019 (English)Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Abstract [en]

This research investigates which emotions are elicited to the users through gamifying a process of an online advertising platform and further, what is the difference between these elicited emotions and the ones that are elicited when gamification is not used, on the exact same platform. For this purpose, two different designs, a non-gamified and a gamified one, were developed and tested, getting users’ feedback through interviews. The results, after being analyzed, indicated that the design which did not use gamification concepts elicits not only less emotions, but less intense ones as well, and more specifically serenity, trust, acceptance and apprehension. The second design, which was based on the first one but with two gamification concepts integrated, elicited interest, anticipation, joy, admiration, annoyance, contempt, competence as well as two emotions that were elicited by the non-gamified design, namely apprehension and trust. An interesting insight that was collected was also the fact that some of the users that had negative emotions throughout their experience with the gamified design preferred it to the non-gamified one, something that showed that the gamified experience was more complete “both cognitive and emotional” as two users stated. Thus, gamification concepts can elicit a wide range of feelings including negative ones, like annoyance, something that should be taken care of, when designing for gamification, giving users the option to turn off any frustrating concept. To conclude, companies can take advantage of gamified concepts to create a more complete experience and elicit desired feelings to the users of their products or services.

Abstract [sv]

Denna forskning undersöker vilka känslor som framkallas hos användarna genom en gamification-process på en onlineannonsplattform och vidare, vad är skillnaden mellan dessa framkallade känslor och de som framkallas när gamification inte används, på samma plattform. För detta syfte utvecklades och testades två olika varianter, en icke-gamifierad och en gamifierad, för att få användarnas feedback genom intervjuer. Resultaten indikerade att designen som inte använde gamification framkallar inte bara mindre känslor, utan mindre intensiva känslor också, och mer specifikt; lugn, förtroende, acceptans och uppfattning. Den andra designen, som baserades på den första men med två gamificationkoncept integrerade, framkallade intresse, förväntan, glädje, beundran, irritation, förakt, kompetens såväl som två känslor som framkallades av den icke-gamifierade designen, nämligen oro och förtroende. En intressant insikt som samlades in var också det faktum att vissa av användarna som hade negativa känslor genom sin upplevelse med den gamifierade designen föredrog den framför den icke-gamifierade, något som visade att den gamifierade upplevelsen var mer komplett "både kognitiv och känslomässig” som två användaren uttryckte det. Således kan gamificationkoncept framkalla ett brett spektrum av känslor, inklusive negativa, som irritation. Något som bör adresseras när man utformar för gamification, t.ex. ge användare möjlighet att stänga av alla frustrerande koncept. Avslutningsvis kan företag dra nytta av gamifierade koncept för att skapa en mer fullständig upplevelse och få önskade känslor till användare av sina produkter eller tjänster.

Place, publisher, year, edition, pages
2019. , p. 17
Series
TRITA-EECS-EX ; 2019:670
National Category
Computer and Information Sciences Media and Communication Technology
Identifiers
URN: urn:nbn:se:kth:diva-265011OAI: oai:DiVA.org:kth-265011DiVA, id: diva2:1376909
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Available from: 2020-01-29 Created: 2019-12-10 Last updated: 2020-01-29Bibliographically approved

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