5 3 5 3 Behaviorism in Gamification 1150

Summary

The video script explores the connection between behaviorism and gamification, highlighting key lessons from behavioral psychology that influence gamified applications. It emphasizes observing actual behaviors rather than subjective mental states, the importance of feedback in games and gamification, and the conditioning effects of consequences. Examples such as speed camera lotteries and LinkedIn's progress bars illustrate behavioral insights, while Farmville's 'appointment mechanic' demonstrates operant conditioning in action. The script also delves into the power of rewards in gamification, tied to the brain's dopamine system, which can create an addictive engagement with activities that offer non-tangible benefits.

Takeaways

• 🔬 Behaviorism is closely related to gamification, providing valuable insights into human behavior and how it can be influenced through game-like elements.
• 👀 The behaviorist approach emphasizes observing external responses to stimuli rather than focusing on subjective mental states, which helps in understanding actual behaviors rather than assumed ones.
• 📊 Behavioral economics highlights cognitive biases, such as loss aversion, which deviate from the predictions of basic economic theory, showing the importance of studying actual behaviors through empirical studies.
• 🚦 An example of behaviorist insight is the speed camera lottery, which demonstrates that people's behavior can be influenced by feedback mechanisms, such as signs indicating speed, even without direct punishment.
• 🔁 Feedback is crucial in both gamification and video games, providing immediate reactions to actions that inform users about their performance and guide them towards the next steps or goals.
• 📊 The LinkedIn progress bar example illustrates how feedback can effectively motivate users to complete their profiles by showing them their progress and the steps to reach the next level.
• 🌱 The concept of consequences creating results is rooted in operant conditioning, where people learn to associate certain outcomes with their actions, as seen in games like Farmville with its 'appointment mechanic'.
• 🏵️ Gamification often involves rewards, such as badges or points, which can create an addictive quality as they tap into the brain's dopamine system, associated with pleasure and learning.
• 🎯 The rewards in gamification, although not tangible, can be powerful motivators because they provide a sense of achievement and are linked to the brain's reward circuitry.
• 🧩 While rewards are significant in gamification, it's important to remember that they are just one piece of the puzzle and should be combined with other game mechanics for a well-rounded approach.
• 🚀 Gamification can be effective in driving behavior change, but it's also important to be aware of its limitations and ethical considerations, ensuring that it is used responsibly.

Q & A

What is the fundamental principle of behaviorism as it relates to gamification?

The fundamental principle of behaviorism in gamification is to focus on observing external responses to stimuli rather than trying to understand people's subjective mental states. This helps in uncovering valuable actions and correcting biases about how people behave.

How does behavioral economics differ from basic economic theory in terms of understanding human behavior?

Behavioral economics considers cognitive biases, such as loss aversion, which can cause people to behave differently than what basic economic theory would predict. It studies what people actually do through empirical studies, often revealing discrepancies between theory and real-world behavior.

Can you provide an example from the script that illustrates the behaviorist approach to understanding human behavior?

An example given in the script is the speed camera lottery. It was assumed that simply telling drivers how fast they are going would not deter speeding unless accompanied by a ticket. However, studies showed that even without the lottery, people slowed down when speed signs were placed, demonstrating the effectiveness of observing actual behavior.

What role does feedback play in gamification and how is it related to behaviorism?

Feedback is essential in gamification, as it provides immediate reactions to a user's actions, similar to how feedback is crucial in behavioral psychology. For instance, progress bars on LinkedIn give users feedback on their profile completion, motivating them to fill out more information.

How does the concept of 'consequences creating results' from behaviorism apply to gamification?

In gamification, consequences such as losing points or virtual items can condition players to behave in certain ways, similar to operant conditioning in behaviorism. An example is Farmville's withering crops, which incentivize players to return regularly to the game to maintain their virtual farm.

What is an 'appointment mechanic' and how does it relate to behaviorism?

An 'appointment mechanic' is a gamification technique where players are prompted to return to a game at specific intervals to perform actions, like watering crops in Farmville. This mechanic leverages the behaviorist principle of conditioning, where players learn to associate rewards with regular engagement.

Why are rewards in gamification considered powerful and what psychological concept do they relate to?

Rewards in gamification are powerful because they can trigger the release of dopamine in the brain, which is associated with pleasure and learning. This creates a pleasurable association with the activity, encouraging users to engage more frequently.

What is the significance of badges in gamification and how do they relate to behaviorism?

Badges in gamification serve as rewards that can create a feedback loop of engagement. They are significant because they provide a tangible representation of achievement, which can be rewarding and encourage further participation, aligning with behaviorist principles of reinforcement.

How do small quantifiable goals contribute to the effectiveness of gamification?

Small quantifiable goals, like progress bars, give users immediate feedback about their achievements and the next steps to take. This aligns with behaviorist insights that people respond well to specific, regular, and immediate feedback about their behavior.

What are some limitations or problems with the notion that gamification is like addiction?

While gamification can create engaging and addictive experiences, it's important to recognize that not all gamification works this way, and not all users respond to it equally. There are ethical considerations and limitations to creating behavioral loops that mimic addiction.

How does the script differentiate between the role of rewards and other game mechanics in gamification?

The script emphasizes that while rewards are a significant aspect of gamification, they should not be the only focus. Other game mechanics, such as achievements, levels, points, and quests, also play a role in engaging users and should be considered as part of the gamification strategy.