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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.
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