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The Science of Motivation

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The Science of Motivation: Gamification Summit 2013

The Science of Motivation: Gamification Summit 2013

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  • 1. The Science of MotivationThe Neuroscience and Psychology Behind Gamification’s Power to Change Behavior Andrea Kuszewski April 16, 2013 @AndreaKuszewski
  • 2. The Science of Motivation Why do we care about the brain when we talk about Gamification?
  • 3. The Science of Motivation What is Gamification? “The process of using game mechanics and game thinking to engage users to solve problems.” -GABE ZICHERMANN
  • 4. The Science of Motivation What is Gamification? “The process of using game mechanics and game thinking to engage users to solve problems.” -GABE ZICHERMANN CHANGING BEHAVIOR MOTIVATION
  • 5. The Science of Motivation How do you motivate people to change their behavior?
  • 6. The Science of Motivation How do you motivate people to change their behavior? Incentives
  • 7. The Science of Motivation How do you motivate people to change their behavior? Incentives Badges
  • 8. The Science of Motivation How do you motivate people to change their behavior? Incentives Badges Points
  • 9. The Science of Motivation How do you motivate people to change their behavior? Incentives Badges Points Discounts
  • 10. The Science of Motivation How do you motivate people to change their behavior? Incentives Badges Points Discounts FREE STUFF!!!!
  • 11. The Science of Motivation How do you motivate people to change their behavior? Incentives Badges Points Discounts FREE STUFF!!!! A Date with a Supermodel!
  • 12. The Science of Motivation How do you motivate people to change their behavior? Incentives Badges Points Discounts FREE STUFF!!!! A Date with a Supermodel! Give them things they like
  • 13. The Science of Motivation How do you motivate people to change their behavior? Incentives Badges Points Discounts FREE STUFF!!!! A Date with a Supermodel! Give them things they like ???
  • 14. The Science of Motivation Is liking something the same as being motivated by it? Pleasure = BEHAVIOR CHANGE?
  • 15. The Science of Motivation The things that motivate a particular audience, cohort, or person, may not be what you would expect
  • 16. The Science of Motivation If you aren’t spending the majority of your time in the beginning of every project identifying what motivates your audience, YOU ARE DOING IT WRONG.
  • 17. The Science of Motivation Dopamine
  • 18. The Science of Motivation Dopamine PLEASURE AND MOTIVATION ARE TWO SEPARATE THINGS
  • 19. The Science of Motivation pleasure motivation
  • 20. The Science of Motivation pleasure motivation
  • 21. The Science of Motivation pleasure awesome! motivation
  • 22. The Science of Motivation pleasure awesome! motivation (sweet spot)
  • 23. The Science of Motivation pleasure awesome! motivation DISTRESS
  • 24. The Science of Motivation pleasure awesome! motivation DISTRESS
  • 25. The Science of Motivation pleasure awesome! motivation stay alive! DISTRESS
  • 26. The Science of Motivation Example: Learning
  • 27. The Science of Motivation
  • 28. The Science of MotivationThe single most important factor in learning is MOTIVATION
  • 29. The Science of MotivationTAKE-HOME MESSAGE: The things that motivate an audience to change their behavior may not be what you would expect. DON’T ASSUME. INVESTIGATE.
  • 30. The Science of Motivation Thank you! Andrea Kuszewski @AndreaKuszewski

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