A Mixed-Methods Study of Marketing Students’ Game-Playing Motivations and Gamification Elements

In this article, we examine the linkage between students’ game-playing motivations and a wide variety of gamification elements within higher marketing education. Using an interpretive convergent mixed-methods design, discover four clusters students that vary in terms their game-motivational bases views on elements. Social completionists want to study together with others enjoy social aspects gamification. Highly motivated could be described as ambitious who learning but are also internally willing accept most Independent immerse themselves prefer individual noncompetitive Pure “let’s get it done” group, focus completing studies likely critical toward any We propose education should take into account differences fine-tune efforts engage motivate different kinds students. Finally, provide suggestions educators how consider various motivational participants gamified experiences.