Influence of gamification on consumers’ cognitive, affective, and behavioral responses

Gamification enables individuals to engage with brands through a game-design interface. Gamification may spur engagement, enjoyment, and participation in branded activities by consumers. This research attempts to study the influence of gamification experience on individuals' cognitive, affective, and behavioral responses. The role of consumers' demographic and psychographic characteristics is evaluated as well. Results show that gamification experience has a positive impact on brand evaluation. Furthermore, the game appreciation spurs affective responses in consumers and increases the time spent playing. The work deepens existing research on gamification and provides directions to practitioners for the implementation of gamification activities for their brands.