@conference {18202,
	title = {Personalizing Persuasive Strategies in Gameful Systems to Gamification User Types},
	booktitle = {Proceedings of the SIGCHI Conference on Human Factors in Computing Systems - CHI {\textquoteright}18},
	year = {2018},
	publisher = {ACM},
	organization = {ACM},
	abstract = {Persuasive gameful systems are effective tools for motivating behaviour change. Research has shown that tailoring these systems to individuals can increase their efficacy; however, there is little knowledge on how to personalize them. We conducted a large-scale study of 543 participants to investigate how different gamification user types responded to ten persuasive strategies depicted in storyboards representing persuasive gameful health systems. Our results reveal that people{\textquoteright}s gamification user types play significant roles in the perceived persuasiveness of different strategies. People scoring high in the {\textquoteleft}player{\textquoteright} user type tend to be motivated by competition, comparison, cooperation, and reward while {\textquoteleft}disruptors{\textquoteright} are likely to be demotivated by punishment, goal-setting, simulation, and self-monitoring. {\textquoteleft}Socialisers{\textquoteright} could be motivated using any of the strategies; they are the most responsive to persuasion overall. Finally, we contribute to CHI research and practice by offering design guidelines for tailoring persuasive gameful systems to each gamification user type.},
	url = {http://doi.org/10.1145/3173574.3174009},
	author = {Rita Orji and Gustavo F. Tondello and Lennart E. Nacke}
}
