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Designing gamified rewards to encourage repeated app selection: Effect of reward placement

Garaialde, D; Cox, AL; Cowan, BR; (2021) Designing gamified rewards to encourage repeated app selection: Effect of reward placement. International Journal of Human-Computer Studies , 153 , Article 102661. 10.1016/j.ijhcs.2021.102661. Green open access

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Abstract

Designers commonly use gamification to improve the frequency of engagement with apps, but often fail to consider the impact of placement on reward value. As rewards tend to depreciate if delayed (termed temporal discounting), placing a reward further into the future can significantly affect its ability to motivate behaviour. We examine the most effective placement of gamified rewards so as to reduce discounting and to increase the frequency an application is used. In two online studies, users were asked to choose between fictional budget tracking applications that varied in the placement of either monetary (N=70) or gamified (N=70) rewards. In both experiments we found that people more frequently used the application that provided rewards before, rather than after, the task. As predicted by temporal discounting, our work suggests that placing rewards early in the interaction sequence leads to an improvement in the perceived value of that reward, motivating further selection. We discuss the findings in the context of designing effective reward structures to encourage more frequent app engagement.

Type: Article
Title: Designing gamified rewards to encourage repeated app selection: Effect of reward placement
Open access status: An open access version is available from UCL Discovery
DOI: 10.1016/j.ijhcs.2021.102661
Publisher version: https://doi.org/10.1016/j.ijhcs.2021.102661
Language: English
Additional information: © 2021 The Author(s). Published by Elsevier Ltd. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).
Keywords: Gamification, Reward placemeant, Temporal discounting, Quantitative study
UCL classification: UCL
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences > Div of Psychology and Lang Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences > Div of Psychology and Lang Sciences > UCL Interaction Centre
URI: https://discovery.ucl.ac.uk/id/eprint/10131140
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