How Does Serious M‐Game Technology Encourage Low‐Income Households To Perform Socially Responsible Behaviors?

Abstract

Despite the increasing use of technology, there is little research in the marketing literature that examines how games can encourage households to achieve socially responsible behaviors such as energy efficiency. Social marketing is a subdiscipline of marketing that applies technology such as serious games in the pursuit of socially responsible behaviors. We investigate in this study how a serious mobile game (m‐game) (Reduce Your Juice) can encourage households to perform energy‐efficient behaviors by conducting group interviews with six households (n = 17) in Brisbane, Australia. The findings reveal that households gained knowledge and were motivated and persuaded to engage in energy‐efficient behaviors as the result of the customer experience of playing the serious m‐game. We provide practitioners with implications for game design and evidence that serious m‐games can encourage group level behaviors such as household energy efficiency.

Gaming attribute preferences in social marketing programmes

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The Path between Personality, Self-Efficacy, and Shopping Regarding Games Apps

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Contenidos inmersivos violentos: investigación con eye tracking en jóvenes universitarios en España y Portugal

“…Los juegos serios presentan un carácter pedagógico basado en un entretenimiento que favorece una inmersión en la realidad con un punto de vista determinado (Ulrich;Helms, 2017), sin olvidar que su narrativa puede resultar apropiada para áreas como la Psicología, el Periodismo o la Comunicación digital (Lugmayr et al, 2017), contribuyendo a concienciar sobre comportamientos socialmente responsables (Yam et al, 2017) y a mitigar levemente los sesgos cognitivos, permitiendo mejorar la empatía y en definitiva el cambio social (Papoutsi;Drigas, 2016).…”