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