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Gerald Häubl
Former Member
Title
Prof. Ph.D.
Last Name
Häubl
First name
Gerald
Phone
+41 71 224 2170
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Item type:Publication, Product Gamification(Association for Consumer Research, 2015-05-28); ; ; ; Cotte, JuneEvidence from a combination of five laboratory and field experiments shows that construing part of the shopping process as a game that one must complete successfully to "unlock" an object (such as a product, feature, or offer) increases consumer preference for that object relative to a non-gamified shopping process.Type:conference paperVolume:42