Home » Content 3 » 14. Behaviorism in Gamification

14. Behaviorism in Gamification

Watch What People Do

  • Watch people’s external responses to stimuli
  • People don’t always behave in the way you might think
  • Example: Although people slow down when they pass the speed camera lottery, they also slow down even when there was only a sign without any lottery or punishment involved

Importance of Feedback

  • Able to see an immediate reaction to our activity
  • Example: Profile filling progress bar in LinkedIn. You know exactly what your progress is (e.g. at 90%), what is the next stage (e.g. 95%) and how to get to the next stage (e.g. by adding a recommendation).

Conditioning Through Consequences

  • Effect of operant conditioning
  • People learn to associate certain results from what happens
  • Example: The concept of crops withering in Farmville. The crops will wither if you do not water them periodically and there is specific time limit when the crops mature and can be harvested, creating an appointment dynamics.

Reinforcement Through Rewards

  • Reinforce by continually providing rewards
  • Example: PBL type gamification such as MLB badges

The Dopamine System

  • The structure in the brain that is associated with pleasure and learning
  • Brains release and reabsorb the neuro-transmitted dopamine in response to certain activities such as rewards or surprises
  • Behavioral gamification tends to focus on creating rewards that maximize the engagement based on dopamine release
  • Example: Unlocking badges in Samsung Nation

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