Gamification and Behaviour

Abstract

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 gami-fication. Finally, the key issue of the behavioural change capabilities of gamifica-tion combined with an understanding of behavioural change methods, the individual and the cultural and social context are discussed.