Driving User Behavior with Game Dynamics and Behavioral Economics
At this Stanford University seminar on People, Computers & Design, Rajat Paharia, founder and Chief Product Officer of Bunchball, presents on the evolution of game mechanics into the business world, and how they can be used in conjunction with the principles of behavioral economics.
Stanford University February 19, 2010, 12:50pm, Gates B01
Status, achievement, reward, competition, self-expression: by addressing these fundamental human needs and desires, designers can make experiences both compelling and satisfying. Game designers, in particular, have known for years how to incent and motivate players by addressing these needs through the use of mechanics like points, levels, leaderboards, virtual goods, challenges, and real-time feedback. We'll cover the migration of these mechanics out of the gaming world and into the world at large, including destination sites, devices, productivity applications, and corporate intranets. And then we'll cover how they can be used in conjunction with the principles of behavioral economics - the biases and shortcuts that human beings have in their decision-making processes, that cause them to make irrational, but predictable decisions. Concepts that will be covered include loss aversion, the decoy effect, anchoring, commitment & consistency, scarcity, reciprocity, social proof and more.