HIGHLIGHTS
SUMMARY
The results also revealed that gamification had a positive impact on favorability (lower gamification mean 5.67; higher gamification mean 6.05; F1,112=11.18, P=.001; partial 2=0.09), with higher gamification leading to higher favorability. Participants were randomly assigned to 1 of 2 conditions, and there were no significant differences between the 2 groups in brand trust (lower gamification mean 5.66; higher gamification mean 5.48; P=.58), brand attitude (lower gamification mean 5.55, higher gamification mean 5.73; P=.66), or brand familiarity (lower gamification mean 6 . . .
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