Gamification or manipulation?
Our previous blog post highlighted how gamification developed from behavioral science. Behavioral scientists study when and why individuals engage in specific behaviors by conducting experiments that examine the impact of factors such as conscious thoughts, motivation, social influences, contextual effects, and habits.[1] Behavioral scientists then use these studies to create motivation systems (or gamification) to boost individuals’ engagement and motivation in various fields. These motivation systems (or gamification) generally use clearly defined rewards to increase individuals’ engagement. Behavioral scientists believe individuals are more likely to engage in an activity if clearly defined rewards exist.[2]
However, the use of gamification in the office environment to boost employers’ productivity, and in marketing to increase customers’ buying power have opponents of gamification labeled as a manipulation tool. More precisely, those who oppose gamification view it as distinct from other marketing strategies. For them, gamification incites customers to buy through direct engagement, whereas advertisements persuade customers passively.[3] Others concede that gamification is a form of manipulation, just like many other aspects of a person’s life.[4]
While gamification and manipulation overlap in some aspects, they are distinct in their applications. Both gamification and manipulation necessitate the study and understanding of human behaviors. However, unlike manipulation, which attempts to control people to accomplish things, gamification applies game design outside of games to help users achieve their goals.[5]
Thus, in a case of an employer who wants their employees to work harder to achieve an overall goal, a manipulative employer would use a hidden agenda, false statements, and lies to achieve this goal. On the other hand, an employer using gamification would use full transparency and free will to opt in/out to accomplish the overall goal. Gamification would make the work more exciting and engaging by providing the employees with a stronger sense of purpose, accomplishment, or autonomy.
Accordingly, transparency and free will are keys in determining a gamification system from a manipulative one.
[1] “Taking Behavioral Science to the next Level-and Beyond,” The University of Chicago Booth School of Business, n.d., https://www.chicagobooth.edu/mindworks/what-is-behavioral-science-research#:~:text=Behavioral%20scientists%20study%20when%20and,Anthropology.
[2] John Mannes, “Planting the Seed: Silicon Valley, Mind Control and Finding Order in Chaos,” TechCrunch, July 1, 2015, https://techcrunch.com/2015/06/30/planting-the-seed-silicon-valley-mind-control-and-finding-order-in-chaos/?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAAxe6vhvvptSM4KH4YMwbAHImoE4txtPaPukcuK_FBjlKG0S_PRCulYpyYxQbs_RpRUZWiqDbWUntc9LaiS_Q4NMJ4aD7oh1TUvzhh_JA1X4vH5SUf0guSL4ZZJiKRPskf1IvlKHJ3g4IjBLGENvU3yRH9fAqj_0nH8zszypsxKz
[3] Andrea Stevenson Thorpe and Stephen Roper, “The Ethics of Gamification in a Marketing Context - Journal of Business Ethicst,” SpringerLink (Springer Netherlands, March 15, 2017), https://link.springer.com/article/10.1007/s10551-017-3501-y.
[4] Yu-kai Chou, “Gamification, Manipulation, and Ethics - Yu-Kai Chou: Gamification & Behavioral Design,” Yu, May 24, 2015, https://yukaichou.com/gamification-study/gamification-manipulation-ethics/.
[5] Yu-kai Chou, “Gamification, Manipulation, and Ethics - Yu-Kai Chou: Gamification & Behavioral Design,” Yu, May 24, 2015, https://yukaichou.com/gamification-study/gamification-manipulation-ethics/.
