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Keywords: Psychological reactance theory
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Journal Articles
Journal:
Marketing Intelligence & Planning
Marketing Intelligence & Planning (2021) 39 (6): 842–855.
Published: 01 June 2021
... perceptions for IGA. The study used psychological ownership and psychological reactance theory in the gamification context. The study findings present pertinent implications for game developers and brands interested in using IGA tools. Players' enjoyment is an important goal for a game and an integral part...
