Gamification and Social Dynamics Behind Corporate Cycling Campaigns | Zendy

Alexandra Millonig | Zendy; Matthias Wünsch | Zendy; Agnis Stibe | Zendy; Stefan Seer | Zendy; Chengzhen L. Dai | Zendy; Katja Schechtner | Zendy; Ryan Chin | Zendy

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Gamification and Social Dynamics Behind Corporate Cycling Campaigns

Author(s) -

Alexandra Millonig,

Matthias Wünsch,

Agnis Stibe,

Stefan Seer,

Chengzhen L. Dai,

Katja Schechtner,

Ryan Chin

Publication year - 2016

Publication title -

transportation research procedia

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 0.657

H-Index - 40

eISSN - 2352-1465

pISSN - 2352-1457

DOI - 10.1016/j.trpro.2016.12.065

Subject(s) - promotion (chess) , cycling , variety (cybernetics) , order (exchange) , sustainable transport , dynamics (music) , psychology , social dynamics , public relations , marketing , social psychology , business , sociology , political science , sustainability , computer science , ecology , geography , pedagogy , social science , archaeology , finance , artificial intelligence , politics , law , biology

The promotion of cycling is of great importance for fostering sustainable and healthy modes of transport in urban areas. For this reason, many cities around the world organize biking competitions in order to motivate citizens to commute by bike. The success of such campaigns appears to demonstrate the positive effects of using playful settings for encouraging a specific type of behavior; however, the actual determinants of behavior changes have yet to be thoroughly investigated. This paper presents the results of an experimental bike commuting challenge among 14 companies, which has been conducted in Boston, MA. This six week study involved 239 participants using a socially influencing system for reporting commutes and displaying the rankings. The results revealed a variety of different motivation strategies developed by the companies. Social dynamics (motivating others or being motivated by others) had a very strong effect on the participants, suggesting that emotional aspects (team spirit, fun) have higher potential than more rational factors like health or environment.

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