Branded gamification in technical education

Annika Sabrina Schulz; Franziska Schulz; Ruben Gouveia; Oliver Korn

doi:10.1109/VS-Games.2018.8493413

Branded gamification in technical education

Annika Sabrina Schulz, Franziska Schulz, Ruben Gouveia, Oliver Korn

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution › Academic › peer-review

6 Citations (Scopus)

Abstract

Brand identification has the potential of shaping individuals' attitudes, performance and commitment within learning and work contexts. We explore these effects, by incorporating elements of branded identification within gamified environments. We report a study with 44 employees, in which task performance and emotional outcomes are assessed in a real-world assembly scenario-namely, while performing a soldering task. Our results indicate that brand identification has a direct impact on individuals' attitude towards the task at hand: while instigating positive emotions, aversion and reactance also arise.

Original language	English
Title of host publication	2018 10th International Conference on Virtual Worlds and Games for Serious Applications, VS-Games 2018 - Proceedings
Publisher	IEEE
ISBN (Electronic)	9781538671238
DOIs	https://doi.org/10.1109/VS-Games.2018.8493413
Publication status	Published - 18 Oct 2018
Externally published	Yes
Event	10th International Conference on Virtual Worlds and Games for Serious Applications, VS-Games 2018 - Wurzburg, Germany Duration: 5 Sept 2018 → 7 Sept 2018 Conference number: 10

Conference

Conference	10th International Conference on Virtual Worlds and Games for Serious Applications, VS-Games 2018
Abbreviated title	VS-Games 2018
Country/Territory	Germany
City	Wurzburg
Period	5/09/18 → 7/09/18

Keywords

Affective Computing
Branded Gamification
Emotions
Gamification
n/a OA procedure

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

10.1109/VS-Games.2018.8493413

Cite this

@inproceedings{fb0066eb1fd443c89109b8a29d2e234b,

title = "Branded gamification in technical education",

abstract = "Brand identification has the potential of shaping individuals' attitudes, performance and commitment within learning and work contexts. We explore these effects, by incorporating elements of branded identification within gamified environments. We report a study with 44 employees, in which task performance and emotional outcomes are assessed in a real-world assembly scenario-namely, while performing a soldering task. Our results indicate that brand identification has a direct impact on individuals' attitude towards the task at hand: while instigating positive emotions, aversion and reactance also arise.",

keywords = "Affective Computing, Branded Gamification, Emotions, Gamification, n/a OA procedure",

author = "Schulz, {Annika Sabrina} and Franziska Schulz and Ruben Gouveia and Oliver Korn",

note = "Funding Information: We gratefully acknowledge the grant 16SV7604 within the project KoBeLU (Context-Aware Learning Environments for Education) from the German Federal Ministry of Education and Research (BMBF). We also thank J{\"u}rgen Waser from MAHLE for his extensive personal support during the study. Publisher Copyright: {\textcopyright} 2018 IEEE.; 10th International Conference on Virtual Worlds and Games for Serious Applications, VS-Games 2018, VS-Games 2018 ; Conference date: 05-09-2018 Through 07-09-2018",

year = "2018",

month = oct,

day = "18",

doi = "10.1109/VS-Games.2018.8493413",

language = "English",

booktitle = "2018 10th International Conference on Virtual Worlds and Games for Serious Applications, VS-Games 2018 - Proceedings",

publisher = "IEEE",

address = "United States",

}

Schulz, AS, Schulz, F, Gouveia, R & Korn, O 2018, Branded gamification in technical education. in 2018 10th International Conference on Virtual Worlds and Games for Serious Applications, VS-Games 2018 - Proceedings., 8493413, IEEE, 10th International Conference on Virtual Worlds and Games for Serious Applications, VS-Games 2018, Wurzburg, Germany, 5/09/18. https://doi.org/10.1109/VS-Games.2018.8493413

TY - GEN

T1 - Branded gamification in technical education

AU - Schulz, Annika Sabrina

AU - Schulz, Franziska

AU - Gouveia, Ruben

AU - Korn, Oliver

N1 - Conference code: 10

PY - 2018/10/18

Y1 - 2018/10/18

N2 - Brand identification has the potential of shaping individuals' attitudes, performance and commitment within learning and work contexts. We explore these effects, by incorporating elements of branded identification within gamified environments. We report a study with 44 employees, in which task performance and emotional outcomes are assessed in a real-world assembly scenario-namely, while performing a soldering task. Our results indicate that brand identification has a direct impact on individuals' attitude towards the task at hand: while instigating positive emotions, aversion and reactance also arise.

AB - Brand identification has the potential of shaping individuals' attitudes, performance and commitment within learning and work contexts. We explore these effects, by incorporating elements of branded identification within gamified environments. We report a study with 44 employees, in which task performance and emotional outcomes are assessed in a real-world assembly scenario-namely, while performing a soldering task. Our results indicate that brand identification has a direct impact on individuals' attitude towards the task at hand: while instigating positive emotions, aversion and reactance also arise.

KW - Affective Computing

KW - Branded Gamification

KW - Emotions

KW - Gamification

KW - n/a OA procedure

UR - http://www.scopus.com/inward/record.url?scp=85057325606&partnerID=8YFLogxK

U2 - 10.1109/VS-Games.2018.8493413

DO - 10.1109/VS-Games.2018.8493413

M3 - Conference contribution

AN - SCOPUS:85057325606

BT - 2018 10th International Conference on Virtual Worlds and Games for Serious Applications, VS-Games 2018 - Proceedings

PB - IEEE

T2 - 10th International Conference on Virtual Worlds and Games for Serious Applications, VS-Games 2018

Y2 - 5 September 2018 through 7 September 2018

ER -

Branded gamification in technical education

Abstract

Conference

Keywords

UN SDGs

Access to Document

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