Push it real good: the effects of push notifications promoting motivational affordances on consumer behavior in a gamified mobile app.

Abstract

Purpose: There is clear benefit in designing and sending notifications to users that persuade them to interact with an app and marketer goals. The purpose of this study is to examine how different motivational affordances in notifications affects subsequent app use. Design/methodology/approach: The authors designed three studies to address the purpose: (1) an online experiment to test how individuals perceived notifications, which contained social affordances, progression-based affordances, and a combination of social and progression affordances; (2) a survey to gain a deeper understanding of why certain notification characteristics were effective and to unearth factors that jointly affected notification effectiveness; and (3) an in-app field experiment to test if the findings from studies 1 and 2 held up in a “real world” setting. Findings: The analysis revealed that progression incentives yielded the greatest increases in user behavior. Neither a social incentive, nor a combination of social and progression affordances was more effective than one progression affordance. This effect was heightened by consumers’ involvement with the focal brand. Research limitations/implications: The contribution extends knowledge about the use of motivational affordances to gamify push notifications in high-involvement contexts. This implies that greater attention should be paid to how the: length of push notifications, affordances communicated and degree of consumers’ relationship with a focal brand (i.e. involvement) impact notification effectiveness. These findings set out new avenues to investigate the uses of gamification and services marketing in future research. Practical implications: The authors provide marketers with insights into the most effective ways to gamify, structure and time the delivery of notifications. In high-involvement contexts where consumers decide whether to act on a gamified marketing affordance quickly, it pays to use push notifications that feature visible, immediate and tangible rewards. Understanding consumers’ involvement with the brand allows marketers to turn notifications from a potential annoyance into a viable conduit for engagement. Originality/value: This research extends knowledge on gamification to the domain of push notifications. In doing so, the authors have demonstrated the communicated affordances and wording of the push notifications organizations send affect user behavior. The authors further expand knowledge of the role of consumer involvement on push notification effectiveness while controlling for app usage patterns.