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Paper on gamification in MSI Reports

The paper “Understanding the (Negative and Positive) Effects of Gamification for Companies” of Prof. Klein (together with three co-authors from the University of Cologne) has been published as MSI Report in the MSI Working Paper Series.

The paper “Understanding the (Negative and Positive) Effects of Gamification for Companies” of René Eppmann, Magdalena Bekk, Kristina Klein and Franziska Völckner is published in the Marketing Science Institute (MSI) Working Paper Series and is downloadable via the following link (https://www.msi.org/reports/understanding-the-negative-and-positive-effects-of-gamification-for-companies/). The MSI Working Paper Series/MSI reports focus on working papers intended to provide new perspectives on future marketing challenges and to offer directions for further action and research. The project of Prof. Klein was also partly funded by a MSI grant. The paper suggests that marketers should proceed with caution before using game elements to engage consumers with their brands, as, depending on brand and desired outcome, negative effects might occur.