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.

Outlines

00:00

🔬 Behavioral Psychology in Gamification

This paragraph discusses the relationship between behaviorism and gamification, highlighting the importance of observing people's actual behaviors rather than their subjective mental states. It emphasizes the value of empirical studies in understanding cognitive biases, such as loss aversion, which deviate from basic economic theory. The paragraph provides examples like speed camera lotteries and traffic signs to illustrate how behaviorist insights can be applied to gamification to influence behavior effectively. It also underscores the significance of feedback in gamification, drawing parallels with video games and the LinkedIn progress bar example, which encourages users to complete their profiles by providing immediate and quantifiable feedback.

05:00

🌱 Consequences and Rewards in Gamified Systems

The second paragraph delves into the concept of consequences creating results through conditioning, as seen in operant conditioning loops. It uses Farmville as a case study to explain the 'appointment mechanic,' where players are compelled to return to the game to water or harvest crops to avoid loss, fostering habitual engagement. The paragraph also touches on the idea of rewards in gamification, referencing the MLB.com badges example to illustrate how the rewarding of actions can create an addictive loop, encouraging consistent user participation. It concludes by noting that while rewards are a powerful tool in gamification, they should be one component among many.

10:00

🎖️ The Power of Rewards and Dopamine in Engagement

This paragraph explores the psychological and neurochemical reasons behind the effectiveness of rewards in gamification, focusing on the role of dopamine in the brain's reward and learning systems. It explains how rewards, particularly those that are surprising or valuable, trigger dopamine release, creating a pleasurable experience that reinforces the association between the activity and the pleasure. The paragraph uses the example of Samsung Nation's badges to illustrate how unexpected rewards can engage users and create a sense of addiction. It concludes by emphasizing that while rewards are a key aspect of many gamified systems, they should be designed to maximize engagement by leveraging the brain's natural reward pathways.

Keywords

💡Behaviorism

Behaviorism is a psychological theory that focuses on observable behaviors and their causes, rather than internal mental states. In the context of the video, behaviorism is related to gamification as it provides insights into how people respond to external stimuli and rewards, which is crucial for designing effective gamified systems. The script mentions that behaviorism's focus on external responses helps in understanding how people act in response to feedback and rewards in gamified environments.

💡Gamification

Gamification refers to the application of game design elements and principles in non-game contexts to influence behavior, engagement, and motivation. The video discusses how gamification can be informed by behaviorism, using concepts like feedback, rewards, and consequences to drive user engagement and behavior change. Examples from the script include the use of speed camera lotteries and LinkedIn's progress bars to encourage desired behaviors.

💡Feedback

Feedback in the video script refers to the immediate responses or information provided to users in gamified systems, which informs them about their actions and progress. It is essential for video games and is also a key component in gamification, as it helps guide users and reinforces their behavior. The script illustrates this with the LinkedIn progress bar example, which provides users with a visual representation of their profile completion, encouraging them to fill it out further.

💡Consequences

Consequences in the context of the video relate to the outcomes or results that follow an action within a gamified system. These consequences can be positive or negative and are designed to condition people's behavior through operant conditioning. The script uses the example of Farmville, where the withering of crops if not watered or harvested in time, serves as a consequence that encourages users to return to the game regularly.

💡Operant Conditioning

Operant Conditioning is a learning process through which the strength of a behavior is modified by reinforcement or punishment. In the video, it is mentioned as the mechanism behind how consequences in gamification can create results. The example of collecting badges on MLB.com is used to explain how the rewarding of badges for watching videos reinforces the behavior of watching more videos.

💡Rewards

Rewards in the video are incentives or benefits given to users within a gamified system to encourage certain behaviors. They are a key element of gamification and can range from badges and points to virtual goods. The script explains that rewards can be powerful motivators because they tap into the brain's dopamine system, creating a pleasurable response that reinforces the associated behavior.

💡Dopamine

Dopamine is a neurotransmitter associated with the brain's pleasure and reward system. In the video, it is mentioned as the reason why rewards in gamification can be so powerful. The release of dopamine in response to rewards creates a pleasurable feeling that encourages users to repeat the rewarded behavior. The script uses the example of badges on Samsung Nation to illustrate how unexpected rewards can trigger a dopamine release.

💡Cognitive Biases

Cognitive biases refer to the systematic errors in thinking and decision-making that occur due to the way our cognitive system processes information. The video script discusses how behavioral economics considers cognitive biases, such as loss aversion, to understand how people behave differently from what traditional economic theory might predict. This understanding is important in gamification to design systems that account for these biases.

💡Progress Bar

A progress bar is a visual representation of how close a user is to completing a task or achieving a goal. In the video, it is used as an example of feedback in gamification, where the LinkedIn progress bar encourages users to complete their profiles by showing them how close they are to 100% completion and providing steps to reach the next level.

💡Farmville

Farmville is a social network game mentioned in the video as an example of how gamification can create engagement through consequences and rewards. The game uses the concept of withering crops if not attended to, which creates a sense of urgency and regular check-ins, illustrating the use of operant conditioning in gamification.

💡MLB.com Badges

MLB.com Badges are used in the video script as an example of how rewards in gamification can create an addictive quality. The badges are collected by users when they watch streaming videos of games, and the script discusses how this reward system can lead to a behaviorist feedback loop, where users are motivated to continue watching videos to earn more badges.

Highlights

Behaviorism's relation to gamification is through valuable lessons from behavioral psychology research.

Behaviorism focuses on observing external responses to stimuli rather than understanding subjective mental states.

Behavioral economics examines cognitive biases such as loss aversion, differing from basic economic theory.

Empirical studies reveal people's behavior can be different from expectations, highlighting the importance of a behaviorist approach.

Speed camera lottery example demonstrates how behaviorism can inform effective interventions without direct punishment.

Feedback is crucial in both gamification and video games, providing immediate reactions to actions.

LinkedIn's progress bar example illustrates the effectiveness of feedback in gamification.

Small quantifiable goals and immediate feedback are effective in behavioral change programs.

Consequences in gamification can condition people's behavior, as seen in Farmville's crop withering mechanic.

Farmville's appointment mechanic draws players back regularly, demonstrating operant conditioning in action.

MLB.com badges example shows how rewards can create an addictive feedback loop through operant conditioning.

Gamification is not solely about creating addiction-like loops, but understanding where such mechanisms come from is important.

Rewards in gamification are powerful but should be one part of a broader toolbox of game mechanics.

Many gamification examples involve rewards such as achievements, badges, and points.

The power of rewards in gamification is linked to the brain's dopamine system and the pleasure it associates with rewards.

Dopamine release in response to rewards can create a sense of addiction and engagement in activities.

Samsung Nation's badge example illustrates the unexpected reward mechanism that can engage users.

Transcripts

How does behaviorism relate to gamification? There are several valuable

lessons that can be gleamed from the behavioral psychology research that inform

much of the gamification examples that are out there today. The first lesson is look

at what people actually do. Remember, the basis of the behaviorist approach was not

to focus on understanding people's subjective mental states but to watch

their external responses to stimuli. And where that's useful, even today, is

recognizing that people don't always behave in the way that you might think.

So, behavioral economics, for example, thinks about and looks at cognitive biases

when people, for example, are averse to losses. Even though, under basic economic

theory, they should be indifferent to the same probability of a gain or a loss. When

we study what people actually do, we do empirical studies. We find that the

results are quite different. So, a behaviorist approach is helpful in

correcting for the biases we have about how people are going to act. And they can

uncover certain kinds of actions that may be valuable. So, for example at the

beginning of the class, I gave you the example of the speed camera lottery which

was built on the science that track how fast you're going and you might think that

telling people how fast they are going, won't cause them to slow down unless they

get a ticket every time they speed. But it turns out that even without the lotteries,

people will slow down when these signs are put in place. They are now used throughout

the United States. On average, studies suggest people slow down about ten%just

with the signs. This more gamified example that I gave you with the lottery aspect to

it caused to slow down of roughly twenty percent in Sweden when it was tried. But

even without that, there are results based on what people do in reaction to those

signs. So, we shouldn't ignore that just because it seems like there's no direct

punishment for speeding past the sign. If, in fact, people slow down, then that's

something useful, and we can employ that. That's a behaviorist kind of insight. The

second and related insight is to focus on feedback. The traffic sign about how fast

you're going is a kind of feedback and as I've talked about a number of times,

feedback is essential to the vast majority of video games. When you do something, you

get points. You see an immediate reaction to your activity and that tells you what

you're doing. You don't have to wait all the way to the end of the process to know

how well you're doing. In feedback, we also see in gamification. So, this was, if

you recall the progress bar example from LinkedIn. And part of what makes this

effective in making people fill out the profile more, is that it gives you

feedback. It says, guess what, you are 90 percent of the way there. You may have

known that you where some of the way there, maybe you have seen somewhere how

far along you were, but to actually see right in front of you, you're 90 percent

of the way there. And then to give you a small step up to say, alright, you are now

here on the ladder. You're, you're right here at this point on the step ladder but

if you want to get up a little bit further, we will tell you how to get to

the next step. That's another part of feedback, and that's what you see here on

this simple seeming 95 percent in the Linked in progress bar. It says, here's

how to break down the problem so that there's just a little bit more to go. So,

feedback about where you are and feedback about how to get to the next step using

small quantifiable goals. Those are processes that we see in lots of kinds of

behavioral change programs, where things like weight loss and alcohol cessation and

so forth. And they're effective in many cases because they draw upon these

behavioral insights. That people respond to specific quantitative regular immediate

feedback about their behavior. The next lesson to take from behaviorism is that

consequences can create results because they condition people. This was the loop

that I talked about with operant conditioning. And to the extent that it

works, it works based on people learning to associate certain results from what

happens in a game or some other kind of system. So, here's an example from

Farmville, the spectacularly successful social Facebook game from Zynga. Farmville

has this concept of crops withering. The game is about you creating your own farm

and you grow different kinds of crops and build things up and so forth. But you have

to water the crops periodically. Because if you don't, the crops look like these

ones here, they wither. And each set of crops has a specific time limit when the

crops mature and they can be harvested, you wanna harvest the crops because then

you can use them for other things. But at a certain point of time, if you don't

harvest them and don't water them enough, they turn into these brown withered things

that you see here. And what Farmville was able to do based on this structure, was

create what was called an appointment mechanic. And the idea is that people know

that they have to come back at a certain time interval to water their crops or to

harvest them. Because if not, they're going to wither. And that creates this

draw, people start to realize, well, I better check in ever day or maybe every

hour, to make sure that my crops aren't withering, to make sure that I kept things

up to date. Because, if I don't, then I'm going to lose out. And this draw of having

to constantly check in and tend to your virtual farm was part of what made

Farmville so powerful and successful because it got people learning to just as

a matter of habit, regularly check back in. That's a very behavioral kind of

approach which worked well for Farmville. And it also underlies many of the PBL type

examples of gamification. So, early on, I gave you the example of the MLB.com badges

that you would collect when you watch streaming video of the games based on

certain things that happen. And I gave you the quotes from that blog, where people

were saying, gee, what is it that's so addictive about this? Why are we obsessed

with c ollecting these badges? And the reason is a behavioral kind of feedback

loop. That, people see that when they take the action, they get the badge and that

feels rewarding to them for reasons that I will talk about and they learn through

that operant conditioning process that if they keep doing that, keep watching the

videos, they'll get more badges. And there's a kind of addictive quality to it

that gets people, at least some people to want to come back more and more. So,

that's a behavioral kind of structure in a gamification example. Now just to preview

what's coming later, don't take away from this that all gamification works this way

or that all gamification should work this way. There's some real problems and

limitations to this notion that gamification is like addiction and it's

about creating these behavioral loops. But it's worth noting that this is something

that does work in some cases, and understanding where it comes from. Now,

basically, the idea here is about rewards. So, behaviorism talks about conditioning.

But specifically, this example with the badges is about rewarding people. It's

about giving them some benefit. Something that seems valuable, even though it's not

tangible or not worth any money. And reinforcing by continually providing those

rewards. Much of the PBL type gamification that's out there is very focused on the

notion of rewards. And one reason I gave you the whole pyramid of elements before,

was to emphasize that rewards are valuable, but they're just one of the

kinds of game mechanics that are out there. Here, they are here and you see all

these other kinds of mechanics that are not specifically about rewards. So,

rewards are real, but they should only be one piece in the toolbox. That being said,

when we go down a level to the components, to the more surface level aspects of

gamification, at least the ones that are regular patterns in many of the examples

today, you'll see that a great many of them tie in at least in some way to

rewards. So, achievem ents, badges, boss fights, collections, content unlocking.

Leaderboards, levels, points, quests and virtual goods. All can or necessarily,

link into the idea of running some kinds of rewards. So rewards are very powerful

and very significant in gamification. But keep in the back of your head that they

should not be the only thing that you think about. Now, why are these rewards so

powerful? Why do people talk about things like obsession? Like a moth to a flame,

addiction when they're referring to these silly little badges, or to something in a

game that has no real or tangible value. The reason comes back again to psychology,

specifically to brain chemistry. And it relates to something called the dopamine

system. The structure in the brain that is associated with pleasure, and

interestingly also associated with learning. And our brains release and

reabsorb the neuro-transmitted dopamine in response to certain activities. And

rewards, things that we find rewarding or valuable, or sometimes just surprising,

tend to cause that dopamine release. And that gives you literally a shot of a drug.

It's literally pleasurable and that causes you to make that association of the

activity and the pleasure. It causes that learning process and causes people to

literally feel a little bit like they have to go back and engage in the activity. So

you see here Samsung Nation, the PBL type gamification site that I've showed you a

few times before, this is an example of one badge that you get. And the idea here

is when you unlock this badge, it says, sweet, you just unlocked a badge and this

one is just by hanging out. So, you didn't do anything, right? You're just hanging

out in the site and it says, poof, you get a badge. All of the sudden there is

something there, there is something that manifests that, that you didn't

necessarily expect in return for spending time on the site and to the extent that,

that works. Again, I caution you, this doesn't always work, it doesn't work for

everyone but the t hing that is working there when it does work, is that dopamine

hit. That sense of ooh, that comes about in your brain associating the reward with

the activity. And so, behavioral gamification tends to focus on creating

rewards that maximize that engagement based on dopamine release. And based on

that addictive quality, that we also see in lots of social games, like Farmville

and so forth.