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The ethics of gamification in a marketing context
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Thorpe, Andrea and Roper, Stephen (2019) The ethics of gamification in a marketing context. Journal of Business Ethics, 155 (2). pp. 597-609. doi:10.1007/s10551-017-3501-y ISSN 0167-4544.
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Official URL: https://doi.org/10.1007/s10551-017-3501-y
Abstract
Gamification is an increasingly common marketing tool. Yet, to date, there has been little examination of its ethical implications. In light of the potential implications of this type of stealth marketing for consumer welfare, this paper discusses the ethical dilemmas raised by the use of gamified approaches to marketing. The paper draws on different schools of ethics to examine gamification as an overall system, as well as its constituent parts. This discussion leads to a rationale and suggestions for how gamification could be regulated and/or controlled by more informal codes of conduct. The paper ends by outlining a practical framework which businesses can use to evaluate the potential ethical implications raised by their own gamified marketing techniques.
Item Type: | Journal Article | ||||||||
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Subjects: | H Social Sciences > HF Commerce | ||||||||
Divisions: | Faculty of Social Sciences > Warwick Business School > Entrepreneurship, Innovation & Management Faculty of Social Sciences > Warwick Business School |
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Library of Congress Subject Headings (LCSH): | Marketing -- Psychological aspects, Gamification | ||||||||
Journal or Publication Title: | Journal of Business Ethics | ||||||||
Publisher: | Springer Netherlands | ||||||||
ISSN: | 0167-4544 | ||||||||
Official Date: | March 2019 | ||||||||
Dates: |
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Volume: | 155 | ||||||||
Number: | 2 | ||||||||
Page Range: | pp. 597-609 | ||||||||
DOI: | 10.1007/s10551-017-3501-y | ||||||||
Status: | Peer Reviewed | ||||||||
Publication Status: | Published | ||||||||
Access rights to Published version: | Restricted or Subscription Access | ||||||||
Date of first compliant deposit: | 15 March 2017 | ||||||||
Date of first compliant Open Access: | 15 March 2018 | ||||||||
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