Gamification and Behaviour

  • Alaa AlMarshedi
  • Vanissa WanickEmail author
  • Gary B. Wills
  • Ashok Ranchhod
Part of the Progress in IS book series (PROIS)


Gamification is applied as a tool to encourage behavioural change and promote desired attitudes in many fields. However, people with different backgrounds are influenced by gamification in different ways. This suggests that cultural influence can also impact the way gamification is best implemented within a particular context. This chapter starts by discussing how behaviour can be influenced by gamification. It then considers how culture in its different manifestations influences behaviour. The chapter then discusses motivation and its role in gamification. Finally, the key issue of the behavioural change capabilities of gamification combined with an understanding of behavioural change methods, the individual and the cultural and social context are discussed.


Consumer Behaviour Cultural Dimension Extrinsic Motivation Symbolic Interactionism Persuasive Technology 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.



Alaa AlMarshedi gratefully acknowledges the sponsorship by King Abdullah Foreign Scholarship Program, Saudi Arabia. Vanissa Wanick gratefully acknowledges the grant from Coordenação de Aperfeiçoamento de Pessoal de Nível Superior (CAPES), Brazil, (number: 9520-13-9). The authors would like to thank James Baker, who kindly provided proofreading comments.


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Copyright information

© Springer International Publishing Switzerland 2017

Authors and Affiliations

  • Alaa AlMarshedi
    • 1
  • Vanissa Wanick
    • 2
    Email author
  • Gary B. Wills
    • 1
  • Ashok Ranchhod
    • 2
  1. 1.School of Electronics and Computer ScienceUniversity of SouthamptonSouthamptonUK
  2. 2.Winchester School of ArtUniversity of SouthamptonWinchesterUK

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