Using Gamification Techniques to Enable Generation Z’s Propensity to Do Good

ABSTRACT This research examines how gamification might affect Gen Z’s propensity to give. Gamification is the application of game-design elements and principles in non-game contexts. A large body of research focuses on the interplay of self-awareness, causal attribution, and action. Researchers have focused on how individuals perceive how involved they are in the cause of events leading to either success or failure. Experiments have shown that when people are induced to be more self-aware, they are more likely to attribute the success to themselves. This paper examines these phenomena in the context of gamified activities. We conducted a within-subject experimental design involving 351 Gen Z respondents to gauge if gamification is impactful and which events were particularly compelling. Our findings showed that gamified events were very effective at engaging Gen Z and that team-based gamification events were particularly engaging. Marketing gamification implications for nonprofits are discussed in this paper.