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What Can Gamification Learn From Sensory Marketing?: In the Context of Servicescapes

What Can Gamification Learn From Sensory Marketing?: In the Context of Servicescapes

Miralem Helmefalk
Copyright: © 2020 |Pages: 34
ISBN13: 9781799819707|ISBN10: 1799819701|ISBN13 Softcover: 9781799819714|EISBN13: 9781799819721
DOI: 10.4018/978-1-7998-1970-7.ch003
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MLA

Helmefalk, Miralem. "What Can Gamification Learn From Sensory Marketing?: In the Context of Servicescapes." Utilizing Gamification in Servicescapes for Improved Consumer Engagement, edited by Miralem Helmefalk and Leif Marcusson, IGI Global, 2020, pp. 52-85. https://doi.org/10.4018/978-1-7998-1970-7.ch003

APA

Helmefalk, M. (2020). What Can Gamification Learn From Sensory Marketing?: In the Context of Servicescapes. In M. Helmefalk & L. Marcusson (Eds.), Utilizing Gamification in Servicescapes for Improved Consumer Engagement (pp. 52-85). IGI Global. https://doi.org/10.4018/978-1-7998-1970-7.ch003

Chicago

Helmefalk, Miralem. "What Can Gamification Learn From Sensory Marketing?: In the Context of Servicescapes." In Utilizing Gamification in Servicescapes for Improved Consumer Engagement, edited by Miralem Helmefalk and Leif Marcusson, 52-85. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-7998-1970-7.ch003

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Abstract

While gamification research is multidisciplinary and has grown in popularity during the last decade, it still requires further evidence and direction on which and how much various game mechanics impact on cognitive, emotional, and behavioral outcomes in digital and physical servicescape contexts. To shed light on this problem, a novel perspective on sensory marketing and gamification was chosen. This chapter has discussed and analyzed the similarities and differences between sensory marketing and gamification, as well as what theoretical perspectives and practices gamification can borrow from sensory marketing. Six issues have surfaced that require more research on this matter: (1) The interaction effects, (2) Weight and impact, (3) Congruency, (4) Complexity, (5) (sub)Conscious/(non)visible elements, and (6) The causal chain. This chapter explains and discusses these issues and offers future research avenues.

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