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Thomas Leclercq, Louvain School of Management Print
Tuesday, 06 February 2018, 10:00 - 11:15

Recruitment Seminar - Marketing Management 

Thomas Leclercq, Louvain School of Management

 The Boundaries of Gamification for Engaging Customers: Effects of Losing a Contest in Online Co-creation Communities (joint with Ingrid Poncin and Wafa Hammedi)

Abstract: This research examines the impacts of losing a contest, which is a phenomenon experienced by the majority of customers involved in gamified settings but underexplored in literature. We investigate the context of co-creation communities combining two widely used gamification mechanics, competition and cooperation. Results from three laboratory experiments and one field experiment show that losing a competition, have negative impacts on customer engagement. They also demonstrate that customers’ levels of prior engagement with the community moderate the negative impacts of losing a competition. This research questions the effectiveness of gamification mechanics, identifies their limits, and provides guidelines on how to properly implement them.

Location: K.4.201
Contact: Nancy De Munck - This e-mail address is being protected from spam bots, you need JavaScript enabled to view it

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