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dc.contributor.authorOrji, Rita
dc.contributor.authorFortes Tondello, Gustavo
dc.contributor.authorNacke, Lennart 18:13:21 (GMT) 18:13:21 (GMT)
dc.description© Owners/Authors, 2018. This is the author's version of the work. It is posted here for your personal use. Not for redistribution. The definitive Version of Record was published in CHI '18 Proceedings of the 2018 CHI Conference on Human Factors in Computing Systems. DOI:
dc.description.abstractPersuasive gameful systems are effective tools for motivating behaviour change. Research has shown that tailoring these systems to individuals can increase their efficacy; however, there is little knowledge on how to personalize them. We conducted a large-scale study of 543 participants to investigate how different gamification user types responded to ten persuasive strategies depicted in storyboards representing persuasive gameful health systems. Our results reveal that people’s gamification user types play significant roles in the perceived persuasiveness of different strategies. People scoring high in the ‘player’ user type tend to be motivated by competition, comparison, cooperation, and reward while ‘disruptors’ are likely to be demotivated by punishment, goal-setting, simulation, and self-monitoring. ‘Socialisers’ could be motivated using any of the strategies; they are the most responsive to persuasion overall. Finally, we contribute to CHI research and practice by offering design guidelines for tailoring persuasive gameful systems to each gamification user type.en
dc.description.sponsorshipNSERC Banting CNPq, Brazil SSHRC || 895-2011-1014, IMMERSe NSERC || RGPIN-418622-2012 CFI || 35819 Mitacs || IT07255en
dc.publisherAssociation for Computing Machineryen
dc.relation.ispartofseriesCHI 2018;
dc.subjectPersuasive strategiesen
dc.subjectGameful Designen
dc.subjectBehaviour changeen
dc.subjectRisky health behaviouren
dc.titlePersonalizing Persuasive Strategies in Gameful Systems to Gamification User Typesen
dc.typeConference Paperen
dcterms.bibliographicCitationRita Orji, Gustavo F. Tondello, and Lennart E. Nacke. 2018. Personalizing Persuasive Strategies in Gameful Systems to Gamification User Types. In Proceedings of the 2018 CHI Conference on Human Factors in Computing Systems (CHI '18). ACM, New York, NY, USA, Paper 435, 14 pages. DOI:
uws.contributor.affiliation1Faculty of Artsen
uws.contributor.affiliation1Faculty of Mathematicsen
uws.contributor.affiliation2David R. Cheriton School of Computer Scienceen
uws.contributor.affiliation2Drama and Speech Communicationen
uws.contributor.affiliation2Games Instituteen

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