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The Science of Motivation
The Neuroscience and Psychology Behind Gamification’s Power to Change Behavior




                          Andrea Kuszewski
                                 April 16, 2013
                             @AndreaKuszewski
The Science of Motivation




        Why do we care about the brain when
            we talk about Gamification?
The Science of Motivation


                       What is Gamification?


 “The process of using game mechanics and game thinking to engage
 users to solve problems.” -GABE ZICHERMANN
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
The Science of Motivation


              How do you motivate people to
                 change their behavior?
The Science of Motivation


              How do you motivate people to
                 change their behavior?
    Incentives
The Science of Motivation


              How do you motivate people to
                 change their behavior?
    Incentives
    Badges
The Science of Motivation


              How do you motivate people to
                 change their behavior?
    Incentives
    Badges
    Points
The Science of Motivation


              How do you motivate people to
                 change their behavior?
    Incentives
    Badges
    Points
    Discounts
The Science of Motivation


              How do you motivate people to
                 change their behavior?
    Incentives
    Badges
    Points
    Discounts
    FREE STUFF!!!!
The Science of Motivation


              How do you motivate people to
                 change their behavior?
    Incentives
    Badges
    Points
    Discounts
    FREE STUFF!!!!
    A Date with a Supermodel!
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
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 ???
The Science of Motivation


         Is liking something the same as being
                     motivated by it?




        Pleasure = BEHAVIOR CHANGE?
The Science of Motivation




         The things that motivate a particular
         audience, cohort, or person, may not
              be what you would expect
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.
The Science of Motivation




                            Dopamine
The Science of Motivation




                            Dopamine




         PLEASURE AND MOTIVATION ARE TWO SEPARATE THINGS
The Science of Motivation




                 pleasure   motivation
The Science of Motivation




                 pleasure   motivation
The Science of Motivation




                 pleasure   awesome!   motivation
The Science of Motivation




                 pleasure   awesome!        motivation
                             (sweet spot)
The Science of Motivation




                 pleasure   awesome!   motivation




                                              DISTRESS
The Science of Motivation




                 pleasure   awesome!   motivation




                                              DISTRESS
The Science of Motivation




                 pleasure   awesome!   motivation

                                           stay
                                          alive!

                                                   DISTRESS
The Science of Motivation




                            Example: Learning
The Science of Motivation
The Science of Motivation




The single most important factor in learning is MOTIVATION
The Science of Motivation


TAKE-HOME MESSAGE:


         The things that motivate an audience
         to change their behavior may not be
                what you would expect.


                     DON’T ASSUME. INVESTIGATE.
The Science of Motivation




                            Thank you!




                            Andrea Kuszewski
                              @AndreaKuszewski

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The Science of Motivation

  • 1. The Science of Motivation The 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 Motivation The single most important factor in learning is MOTIVATION
  • 29. The Science of Motivation TAKE-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