Leaders
Dallmeier

Business Directory

Browse the Directory

Sign Up to the Directory

FC Business Twitter
FC business Linked in
FC Business facebook
FC Business Youtube

Comment: Delayed Gratification Within Gamification

Wed 8th Feb 2017 | Marketing & PR

In the late 1960s and early 1970s Walter Mischel led an experiment, which is now popularly known as The Stanford marshmallow Experiment.

Mischel and his colleagues wanted to see if preschool children (around four-years-old) had developed the mental capacity to resist the temptation of a small reward to earn a larger reward later. They presented each of the 653 subjects with a choice; ring a bell and get one marshmallow immediately or wait fifteen minutes and earn two.

While a minority of them instantly opted for a single marshmallow, most children attempted to hold on, for varying times, to get their reward. In the end, only about thirty percent were able to delay gratification for the full fifteen minute period earning their second marshmallow.

DIF_RvE (DIF_RvE.png)

Although customer satisfaction was not what Michel and his colleagues were looking to investigate, it can still be applied within the shopping context. Delayed gratification is making customers enjoy their purchase more; there is a build-up of anticipation which makes receiving the product even better. The important thing is to not make customers wait too long and find the optimal time for delaying the gratification, as can be seen in the below diagram; not everyone can wait 15 minutes for a second marshmallow!

Similarly, Christmas plays on the concept of delayed gratification. The presents are placed underneath the Christmas tree and are kept there until Christmas morning. Meaning that until the 25th of December everyone (with a Christmas tree) is just waiting eagerly to open their presents.

DiscountIF plays on the concept of delayed gratification; customers are not given their reward instantaneously as they are asked to predict the outcome of a sporting event and then rewarded based on their prediction. Besides the element of gamification which increases the level of customer engagement, the DiscountIF platform provides marketers and businesses the opportunity to implement delayed gratification.

With DiscountIF customers still carry out their purchase as normal; however they are then waiting for their product to be delivered and then inherently waiting for their prediction to be determined.

This feature within the platform raises the satisfaction level customers receive when businesses run this kind of sales promotion as it adds both delayed gratification and gamification to the shopping process. These are two important factors which raise customers’ satisfaction and positively affect customer behaviour.

References:

https://positivepsychologyprogram.com/delayed-gratification/

Image - https://www.gamified.uk/2015/02/06/gamification-delayed-gratification-rewards/

Posted by: Aaron Gourley 

RETURN TO LATEST NEWS SECTION
SUBSCRIBE TO THE FCBUSINESS RSS FEED
 
If you have any football business related news stories you’d like to share then please contact us – agourley@fcbusiness.co.uk

To subscribe to our range of football newsletters including news, products and jobs CLICK HERE.

Add to: Google Google | Yahoo Yahoo | Live Live | del.icio.us del.icio | Digg Digg |

Related Articles

Wolves Sign Thomas Cook Travel Partnership

Mon 17th Jul 2017 | Marketing & PR

Thomas Cook Sport, has been unveiled as the Official Travel Partner for Championship club Wolverhampton Wanderers Thomas Cook Sport will provide the first team and under 21’s with their travel...

Icons Secure Eden Hazard Memorabilia Deal

Wed 12th Jul 2017 | Marketing & PR

Icons Shop Limited, the world's leading signed football memorabilia company, has signed an exclusive deal with two time Premier League title winner Eden Hazard. Eden will feature in Icons' flagship...

AFC Fylde Community Foundation Celebrates Traineeship Success

Wed 12th Jul 2017 | Marketing & PR

AFC Fylde Community Foundation is celebrating the graduation of the first cohort of trainees from its Striking Futures Traineeship Programme. Three trainees have successfully completed the 12-week...

Bolton Wanderers Offer Fans Box Office Vue

Mon 10th Jul 2017 | Marketing & PR

Fans of Bolton Wanderers will be given the opportunity to experience Sky Bet Championship football in ultimate comfort for the 2017/18 season with the installation of Vue’s luxury recliner...