Journal article
How does serious m-game technology encourage low-income households to perform socially-responsible behaviours?
Psychology & Marketing, Vol.34(4), pp.394-409
2017
Abstract
Despite the increasing use of technology, there is little research in the marketing literature that examines how games can encourage households to achieve socially responsible behaviours such as energy efficiency. Social marketing is a sub-discipline of marketing that applies technology such as serious games in the pursuit of socially responsible behaviours. This study investigates how a serious mobile game (m-game) (Reduce Your Juice) can encourage households to perform energy efficient behaviours by conducting group interviews with six households (n=17) in Brisbane, Australia. The findings reveal that households gained knowledge and were motivated and persuaded to engage in energy efficient behaviours as the result of the customer experience of playing the serious m-game. This study provides practitioners with implications for game design and evidence that serious m-games can encourage group level behaviours such as household energy efficiency.
Details
- Title
- How does serious m-game technology encourage low-income households to perform socially-responsible behaviours?
- Authors
- Alpha Yam (Author) - Queensland University of TechnologyRebekah Russell-Bennett (Corresponding Author) - Queensland University of TechnologyMarcus Foth (Author) - Queensland University of TechnologyRory Mulcahy (Author) - University of the Sunshine Coast - Faculty of Arts, Business and Law
- Publication details
- Psychology & Marketing, Vol.34(4), pp.394-409
- Publisher
- John Wiley & Sons Inc.
- Date published
- 2017
- DOI
- 10.1002/mar.20996
- ISSN
- 0742-6046; 1520-6793
- Copyright note
- This is the peer reviewed version of the following article: Yam, A., Russell-Bennett, R., Foth, M. and Mulcahy, R. (2017), How Does Serious M-Game Technology Encourage Low-Income Households To Perform Socially Responsible Behaviors?. Psychol. Mark., 34: 394-409. https://doi.org/10.1002/mar.20996, which has been published in final form at https://doi.org/10.1002/mar.20996. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions. This article may not be enhanced, enriched or otherwise transformed into a derivative work, without express permission from Wiley or by statutory rights under applicable legislation. Copyright notices must not be removed, obscured or modified. The article must be linked to Wiley’s version of record on Wiley Online Library and any embedding, framing or otherwise making available the article or pages thereof by third parties from platforms, services and websites other than Wiley Online Library must be prohibited.
- Organisation Unit
- School of Business and Creative Industries; University of the Sunshine Coast, Queensland; USC Business School - Legacy
- Language
- English
- Record Identifier
- 99450686802621
- Output Type
- Journal article
Metrics
54 File views/ downloads
978 Record Views
InCites Highlights
These are selected metrics from InCites Benchmarking & Analytics tool, related to this output
- Collaboration types
- Domestic collaboration
- Web Of Science research areas
- Business
- Psychology, Applied