Gaining reward vs. avoiding loss: When does gamification stop being fun?

Abstract

This chapter enhances the dyadic gain-loss concept by presenting findings of a research project on uncovering whether the efficiency component of gamification could be better attained by balancing a shift from gain to loss, or completely avoiding it altogether. The gamification of any system requires a good selection and balance of game design elements to make the overall experience fun, as well as gaming emotions to keep it intrinsically rewarding. However, if not designed properly, participators of a gamified system that expect the prospect of gaining rewards, may ultimately realize a shift of engagement from gain to avoiding losses any earned status, badge, experience, or popularity often defined within the periphery of the gamified system. Findings reveal changing levels of motivation within different participatory foci, where loss avoidance (punishment scenarios) generates more motivation than the prospect of gaining rewards. © 2016, IGI Global. All rights reserved.