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

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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
Subjects:	H Social Sciences > HF Commerce
Divisions:	Faculty of Social Sciences > Warwick Business School > Entrepreneurship, Innovation & Management Faculty of Social Sciences > Warwick Business School
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:	Date Event March 2019 Published 15 March 2017 Available 5 March 2017 Accepted
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
Related URLs:	Publisher

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