Why We Buy: the Science and Gamification of Loyalty


Maslow's Hierarchy of Needs. Resized, renamed,...

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Gamification is not just playing games online.  It involves an understanding how the science of game mechanics can motivate us to achieve our goals.

Being a Fan Foundry involves applying principles of human motivation.   Maslow’s “Hierarchy of Need” suggests that once our basic food, clothing and shelter needs are met, we are free to satisfy higher level needs like belonging, learning and self-actualization.  We humans are a constantly striving bunch.

Sales and Marketing professionals have long studied Maslow, B. F. Skinner and others to learn how to recognize and interpret “buy” signals, improve the buyer experience, increase qualified leads and convert more sales.   Whether you are in retail, e-commerce, enterprise sales, education, politics, contract negotiation or consulting, a review of some basic principles might help you discover ways to  improve your results.

In this upcoming series of “Why We Buy” articles, we examine the science and review real world examples of their application, so you can consider how they may fit your own business challenges.

Use the “Keep in Touch” button (right sidebar, top) to receive monthly notices of upcoming installments in this series.

“Why We Buy” Topics (click live titles to visit articles; more to come)

  • Default (path of least resistance or effort)
  • Sunken Cost (good money after bad)
  • Aspiration (status seeking)
  • Achievement
  • Challenge
  • Reward
  • Progress tracking
  • Competition
  • Pride (emotional investment)
  • Reciprocity (tit for tat)
  • Status – (gain/loss)
  • Gratification (delayed or immediate)
  • Reinforcement (thanks, BF Skinner)
  • Resource Slack (tomorrow never comes)

More to come!

Related Articles:

Gamification: How Competition is Reinventing Business, Marketing and Everyday Life (Mashable)

Engaging Patients with “Gamified” Mobile Care (Healthcare IT Solutions / Perficient)

Gamification is Bullshit (Persuasive Games)

Persuasive Games:  Exploitationware (Ian Bogost on Gamasutra)

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