Selecting Effective Influence Principles for Tailoring Gamification-Based Strategies to Player Roles
Resumo
Gamification is a term that refers to the use of game elements in non-game contexts with the goal of engaging people in a variety of tasks. Gamification can be an effective persuasive tool for motivating learners and lately we have witnessed a growing interest in gamified learning systems. However, the efforts of the research community in the last years have shown the weakness of one-size-fits-all and design-by-intuition approaches. Thus, there is room for improvement. Persuasion profiling is a promising technique to fill such a gap. This paper discusses how gamification design can benefit from persuasion profiling. To measure users’ susceptibility to influence principles, we employed the Br-STPS. We conducted a study on 149 subjects which examined the persuasiveness of six influence principles on five player types. The results suggest that player types indeed has a role to play in term of the perceive persuasiveness of users. Moreover, we present a list of persuasive strategies and how they can either enhance or halt user’s motivation. Thus, evidence suggest that gamification design could benefit of influence principles, although tailored solutions are necessary to minimize the risks of selecting counter-tailored and ill-defined persuasive strategies.
Palavras-chave:
Gamification, Game Design Elements, Persuasive Strategies, Persuasion Profile, Influence Principles, Player Roles
Referências
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Borges, S.S., Durelli, V.H.S., Reis, H.M., Bittencourt, I.I., Mizoguchi, R., and Isotani, S. (2017). Brazilian Portuguese cross-cultural adaptation and validation of the susceptibility to persuasion scale (br-stps). In 2017 IEEE 17th International Conference on Advanced Learning Technologies (ICALT), pages 72–73.
Borges, S.S., Durelli, V.H.S., Reis, H.M., and Isotani, S. (2014). A systematic mapping on gamification applied to education. In Proceedings of the 29th Annual ACM Symposium on Applied Computing - SAC’14, pages 216–222. ACM Press.
Borges, S.S., Mizoguchi, R., Durelli, V.H.S., Bittencourt, I.I., and Isotani, S. (2016). A Link Between Worlds: Towards a Conceptual Framework for Bridging Player and Learner Roles in Gamified Collaborative Learning Contexts, pages 19–34. Springer International Publishing.
Busch, M., Schrammel, J., and Tscheligi, M. (2013). Personalized Persuasive Technology: Development and Validation of Scales for Measuring Persuadability. In Lecture Notes in Computer Science, volume 7822 LNCS, pages 33–38.
Challco, G.C., Mizoguchi, R., Bittencourt, I.I., and Isotani, S. (2016). Gamification of Collaborative Learning Scenarios: Structuring Persuasive Strategies Using Game Elements and Ontologies, pages 12–28. Springer International Publishing, Cham.
Chin, W.W. (1998). The partial least squares approach for structural equation modeling. In Modern methods for business research, Methodology for business and management., pages 295–336. Lawrence Erlbaum Associates Publishers.
Cialdini, R.B. (1993). Influence: The Psychology of Persuasion. HarperCollins.
Deterding, S., Sicart, M., Nacke, L., O’Hara, K., and Dixon, D. (2011). From game design elements to gamefulness: Defining 'gamification'. In Proceedings of the 2011 annual conference extended abstracts on Human factors in computing systems - CHI EA’11. ACM Press.
Field, A., Miles, J., and Field, Z. (2012). Discovering Statistics Using R. SAGE Publications.
Fullerton, T. (2008). Game Design Workshop, Second Edition: A Playcentric Approach to Creating Innovative Games. Gama Network Series. Morgan Kaufmann, 2nd edition.
Gram-Hansen, S.B., Scharfe, H., and Dinesen, J.V. (2012). Plotting to Persuade: Exploring the Theoretical Cross-Field between Persuasion and Learning, pages 262–267. Springer Berlin Heidelberg.
Hair, J. (2013). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publications.
Hamari, J., Koivisto, J., and Pakkanen, T. (2014a). Do Persuasive Technologies Persuade? - A Review of Empirical Studies, pages 118–136. Springer International Publishing, Cham.
Hamari, J., Koivisto, J., and Sarsa, H. (2014b). Does Gamification Work? – A Literature Review of Empirical Studies on Gamification. In 2014 47th Hawaii International Conference on System Sciences, pages 3025–3034. IEEE.
Juul, J. (2009). A Casual Revolution: Reinventing Video Games and Their Players. The MIT Press.
Kapp, K.M. (2012). The gamification of learning and instruction: game-based methods and strategies for training and education. Pfeiffer essential resources for training and HR professionals. John Wiley & Sons.
Kaptein, M., De Ruyter, B., Markopoulos, P., and Aarts, E. (2012). Adaptive Persuasive Systems. ACM Transactions on Interactive Intelligent Systems, 2(2):1–25.
Kaptein, M., Markopoulos, P., de Ruyter, B., and Aarts, E. (2009). Can You Be Persuaded? Individual Differences in Susceptibility to Persuasion. In Lecture Notes in Computer Science, volume 5726 LNCS, pages 115–118.
Kaptein, M., Markopoulos, P., de Ruyter, B., and Aarts, E. (2015). Personalizing persuasive technologies: Explicit and implicit personalization using persuasion profiles. International Journal of Human-Computer Studies, 77:38–51.
Koivisto, J. and Hamari, J. (2014). Demographic differences in perceived benefits from gamification. Computers in Human Behavior, 35:179–188.
Modic, D. and Anderson, R.J. (2014). We Will Make You Like Our Research: The Development of a Susceptibility-to-Persuasion Scale. Social Sciences Research Network.
Orji, R., Vassileva, J., and Mandryk, R.L. (2014). Modeling the efficacy of persuasive strategies for different gamer types in serious games for health. User Modeling and User-Adapted Interaction, 24(5):453–498.
Ryan, R.M. (2012). The Oxford Handbook of Human Motivation. Oxford Library of Psychology. Oxford University Press, 1st edition.
Ryan, R.M. and Deci, E.L. (2000). Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. American psychologist, 55(1):68–78.
Walz, S.P. and Deterding, S. (2014). The Gameful World: Approaches, Issues, Applications. The MIT Press.
Yee, N. (2006). Motivations for play in online games. CyberPsychology & behavior, 9(6):772–775.
Yee, N. (2017). Beyond 50/50: Breaking down the percentage of female gamers by genre.
Andrade, F.R.H., Mizoguchi, R., and Isotani, S. (2016b). The Bright and Dark Sides of Gamification, pages 176–186. Springer International Publishing.
Borges, S.S., Durelli, V.H.S., Reis, H.M., Bittencourt, I.I., Mizoguchi, R., and Isotani, S. (2017). Brazilian Portuguese cross-cultural adaptation and validation of the susceptibility to persuasion scale (br-stps). In 2017 IEEE 17th International Conference on Advanced Learning Technologies (ICALT), pages 72–73.
Borges, S.S., Durelli, V.H.S., Reis, H.M., and Isotani, S. (2014). A systematic mapping on gamification applied to education. In Proceedings of the 29th Annual ACM Symposium on Applied Computing - SAC’14, pages 216–222. ACM Press.
Borges, S.S., Mizoguchi, R., Durelli, V.H.S., Bittencourt, I.I., and Isotani, S. (2016). A Link Between Worlds: Towards a Conceptual Framework for Bridging Player and Learner Roles in Gamified Collaborative Learning Contexts, pages 19–34. Springer International Publishing.
Busch, M., Schrammel, J., and Tscheligi, M. (2013). Personalized Persuasive Technology: Development and Validation of Scales for Measuring Persuadability. In Lecture Notes in Computer Science, volume 7822 LNCS, pages 33–38.
Challco, G.C., Mizoguchi, R., Bittencourt, I.I., and Isotani, S. (2016). Gamification of Collaborative Learning Scenarios: Structuring Persuasive Strategies Using Game Elements and Ontologies, pages 12–28. Springer International Publishing, Cham.
Chin, W.W. (1998). The partial least squares approach for structural equation modeling. In Modern methods for business research, Methodology for business and management., pages 295–336. Lawrence Erlbaum Associates Publishers.
Cialdini, R.B. (1993). Influence: The Psychology of Persuasion. HarperCollins.
Deterding, S., Sicart, M., Nacke, L., O’Hara, K., and Dixon, D. (2011). From game design elements to gamefulness: Defining 'gamification'. In Proceedings of the 2011 annual conference extended abstracts on Human factors in computing systems - CHI EA’11. ACM Press.
Field, A., Miles, J., and Field, Z. (2012). Discovering Statistics Using R. SAGE Publications.
Fullerton, T. (2008). Game Design Workshop, Second Edition: A Playcentric Approach to Creating Innovative Games. Gama Network Series. Morgan Kaufmann, 2nd edition.
Gram-Hansen, S.B., Scharfe, H., and Dinesen, J.V. (2012). Plotting to Persuade: Exploring the Theoretical Cross-Field between Persuasion and Learning, pages 262–267. Springer Berlin Heidelberg.
Hair, J. (2013). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publications.
Hamari, J., Koivisto, J., and Pakkanen, T. (2014a). Do Persuasive Technologies Persuade? - A Review of Empirical Studies, pages 118–136. Springer International Publishing, Cham.
Hamari, J., Koivisto, J., and Sarsa, H. (2014b). Does Gamification Work? – A Literature Review of Empirical Studies on Gamification. In 2014 47th Hawaii International Conference on System Sciences, pages 3025–3034. IEEE.
Juul, J. (2009). A Casual Revolution: Reinventing Video Games and Their Players. The MIT Press.
Kapp, K.M. (2012). The gamification of learning and instruction: game-based methods and strategies for training and education. Pfeiffer essential resources for training and HR professionals. John Wiley & Sons.
Kaptein, M., De Ruyter, B., Markopoulos, P., and Aarts, E. (2012). Adaptive Persuasive Systems. ACM Transactions on Interactive Intelligent Systems, 2(2):1–25.
Kaptein, M., Markopoulos, P., de Ruyter, B., and Aarts, E. (2009). Can You Be Persuaded? Individual Differences in Susceptibility to Persuasion. In Lecture Notes in Computer Science, volume 5726 LNCS, pages 115–118.
Kaptein, M., Markopoulos, P., de Ruyter, B., and Aarts, E. (2015). Personalizing persuasive technologies: Explicit and implicit personalization using persuasion profiles. International Journal of Human-Computer Studies, 77:38–51.
Koivisto, J. and Hamari, J. (2014). Demographic differences in perceived benefits from gamification. Computers in Human Behavior, 35:179–188.
Modic, D. and Anderson, R.J. (2014). We Will Make You Like Our Research: The Development of a Susceptibility-to-Persuasion Scale. Social Sciences Research Network.
Orji, R., Vassileva, J., and Mandryk, R.L. (2014). Modeling the efficacy of persuasive strategies for different gamer types in serious games for health. User Modeling and User-Adapted Interaction, 24(5):453–498.
Ryan, R.M. (2012). The Oxford Handbook of Human Motivation. Oxford Library of Psychology. Oxford University Press, 1st edition.
Ryan, R.M. and Deci, E.L. (2000). Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. American psychologist, 55(1):68–78.
Walz, S.P. and Deterding, S. (2014). The Gameful World: Approaches, Issues, Applications. The MIT Press.
Yee, N. (2006). Motivations for play in online games. CyberPsychology & behavior, 9(6):772–775.
Yee, N. (2017). Beyond 50/50: Breaking down the percentage of female gamers by genre.
Publicado
30/10/2017
Como Citar
BORGES, Simone S.; DURELLI, Vinicius H. S.; REIS, Helena M.; BITTENCOURT, Ig. I.; MIZOGUCHI, Riichiro; ISOTANI, Seiji.
Selecting Effective Influence Principles for Tailoring Gamification-Based Strategies to Player Roles. In: SIMPÓSIO BRASILEIRO DE INFORMÁTICA NA EDUCAÇÃO (SBIE), 28. , 2017, Recife/PE.
Anais [...].
Porto Alegre: Sociedade Brasileira de Computação,
2017
.
p. 857-866.
DOI: https://doi.org/10.5753/cbie.sbie.2017.857.
