A. Schulz, Franziska Schulz, Rúben Gouveia, Oliver Korn
{"title":"技术教育中的品牌游戏化","authors":"A. Schulz, Franziska Schulz, Rúben Gouveia, Oliver Korn","doi":"10.1109/VS-Games.2018.8493413","DOIUrl":null,"url":null,"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.","PeriodicalId":264923,"journal":{"name":"2018 10th International Conference on Virtual Worlds and Games for Serious Applications (VS-Games)","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2018-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"4","resultStr":"{\"title\":\"Branded Gamification in Technical Education\",\"authors\":\"A. Schulz, Franziska Schulz, Rúben Gouveia, Oliver Korn\",\"doi\":\"10.1109/VS-Games.2018.8493413\",\"DOIUrl\":null,\"url\":null,\"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.\",\"PeriodicalId\":264923,\"journal\":{\"name\":\"2018 10th International Conference on Virtual Worlds and Games for Serious Applications (VS-Games)\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2018-09-01\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"4\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"2018 10th International Conference on Virtual Worlds and Games for Serious Applications (VS-Games)\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1109/VS-Games.2018.8493413\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"\",\"JCRName\":\"\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"2018 10th International Conference on Virtual Worlds and Games for Serious Applications (VS-Games)","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1109/VS-Games.2018.8493413","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
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.