Jessica Müller-Stewens
Former Member
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Title
Dr.
Last Name
Müller-Stewens
First name
Jessica
Email
jessica.mueller-stewens@unisg.ch
Phone
+41 71 224 33 73

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Publication

Gamified Information Presentation and Consumer Adoption of Product Innovations

2017 , Häubl, Gerald , Müller-Stewens, Jessica , Schlager, Tobias , Herrmann, Andreas

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Publication

Gamification : Ein Ansatz für das Marketing von Produktinnovationen

2015-07-20 , Müller-Stewens, Jessica , Herrmann, Andreas , Schlager, Tobias , Riedi, Martin

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Publication

Now I'm curious! Boosting Innovation Adoption Through Gamified Information Release

2015-06-11 , Müller-Stewens, Jessica , Schlager, Tobias , Häubl, Gerald , Herrmann, Andreas

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Publication

Wenn der Flow überspringt - Produktnahe Spiele als Umsatzlieferant

2017 , Müller-Stewens, Jessica

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Publication

Boosting Innovation Adoption Through Gamified Information Release

2015-06-20 , Müller-Stewens, Jessica , Schlager, Tobias , Häubl, Gerald , Herrmann, Andreas

Evidence from three experiments shows that construing the release of information about product innovations in part as games that consumers must complete successfully increases innovation adoption relative to the unrestricted release of the same information. This effect is sequentially mediated by the state of playfulness via an increased curiosity.

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Publication

Der Chief Marketing Officer - Auf der Suche nach Mehrwert

2018 , Müller-Stewens, Benedikt , Müller-Stewens, Günter , Müller-Stewens, Jessica , Bruhn, Manfred , Kirchgeorg, Manfred

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Publication

Gamified Information Presentation and Consumer Adoption of Product Innovations

2017-03 , Müller-Stewens, Jessica , Schlager, Tobias , Häubl, Gerald , Herrmann, Andreas

This research examines the effect of gamified information presentation—conveying information about a product innovation in the form of a game—on consumer adoption of that innovation. The key hypothesis is that gamified information presentation promotes consumer innovation adoption and that it does so through two parallel psychological processes—by increasing consumer playfulness, which stimulates curiosity about the innovation, and by enhancing the perceived vividness of information presentation, which increases the perceived advantage of the innovation relative to (less innovative) competing products. Evidence from seven studies, including two field experiments, supports this theorizing. The results also show that for gamified information presentation to increase innovation adoption, it is essential that the information is integrated into the game. These findings advance the understanding of the psychological forces that govern how consumers respond to receiving product information in the form of games, and they have important practical implications for how firms might use gamified information presentation to promote sales of new products.

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Publication

Now I'm Curious! Boosting Innovation Adoption Through Gamified Information Release

2015-10-02 , Müller-Stewens, Jessica , Schlager, Tobias , Häubl, Gerald , Herrmann, Andreas

Evidence from four experiments shows that construing the presentation of information about innovations in part as a game increases innovation adoption relative to the unrestricted presentation of the same information. This effect is sequentially mediated by the state of playfulness via an increased curiosity.

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