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Gamification: A cognitive-emotional view


  • Mullins, Jeffrey K.
  • Sabherwal, Rajiv


Successful gamified systems engage players by eliciting their positive and negative emotions. However, prior literature provides little guidance on how to create emotional experiences through gamified design. This paper reviews work in psychology and neuroscience to examine the interactive processes of cognition and emotion and connect them to gamification. More specifically, it draws upon a model of the cognitive structure of emotions and the mechanics–dynamics–emotions framework for gamification to advance a cognitive–emotional view of gamification.

Suggested Citation

  • Mullins, Jeffrey K. & Sabherwal, Rajiv, 2020. "Gamification: A cognitive-emotional view," Journal of Business Research, Elsevier, vol. 106(C), pages 304-314.
  • Handle: RePEc:eee:jbrese:v:106:y:2020:i:c:p:304-314
    DOI: 10.1016/j.jbusres.2018.09.023

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    References listed on IDEAS

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    4. Robson, Karen & Plangger, Kirk & Kietzmann, Jan H. & McCarthy, Ian & Pitt, Leyland, 2015. "Is it all a game? Understanding the principles of gamification," Business Horizons, Elsevier, vol. 58(4), pages 411-420.
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    1. Hammedi, Wafa & Leclercq, Thomas & Poncin, Ingrid & Alkire (Née Nasr), Linda, 2021. "Uncovering the dark side of gamification at work: Impacts on engagement and well-being," Journal of Business Research, Elsevier, vol. 122(C), pages 256-269.

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