Titel
What's App With the Environment
AutorInnen
Hägele, J., Kleinn, N., Lennox, A., Rendigs, C.
Abstract
This research investigated the idea that small groups created on WhatsApp would be particularly good at evoking the advantages of gamifying certain behavior due to an emerging, stimulating group identity (Wemyss et al., 2016). Gamification is defined as the use of typical game design elements in non-game contexts and has shown to be highly effective in motivating people (Mekler, Brühlmann, & Tuch, 2017). Our study realized the gamification as a competition between groups or individuals. Participants competed for a shopping voucher while collecting as many points by showing 7 different target pro-environmental behaviors (PEB). We set up a 2 (individuals vs. groups) X 3 (pre vs. post vs. follow-up test) X 2 (target vs. non-target PEB) design and implemented an intervention of 4 weeks between the pre and post test including the gamification. The treatment had a positive effect on the 7 target PEB that lasted for 2 weeks after the end of the gamification, t(40)=2.87, p=.006. However, neither did groups outperform individuals nor could a positive spillover on other PEB be found. There was a marginally significant interaction between time of measurement and type of PEB (target vs. non-target), t(99)=1.72, p=.08. The sparse communication within the groups indicate that no group identity was formed. This could explain why no strong effects could be found. Future studies should focus on recruiting a larger sample to further test the marginally and non-significant results.
Schlagworte
Gamification, Pro-Environmental, WhatsApp