A gamified approach to promoting empathy in children

Journal article

Saleme, Pamela, Dietrich, Timo, Pang, Bo and Parkinson, Joy. (2020). A gamified approach to promoting empathy in children. Journal of Social Marketing. 10(3), pp. 321-337. https://doi.org/10.1108/JSOCM-11-2019-0204
AuthorsSaleme, Pamela, Dietrich, Timo, Pang, Bo and Parkinson, Joy
Abstract

Purpose
Gamification has gained popularity in social marketing research; however, its application remains limited to a few contexts, and relatively little is known about how innovative gamification technologies such as augmented reality can be applied to social marketing programme design. This paper aims to demonstrate the application of gamification to a social marketing pilot programme designed to increase children’s empathy and empathic behaviour.

Design/methodology/approach
Informed by social cognitive theory (SCT), a mixed-method research design was adopted using pre- and post-programme surveys (n = 364) to assess effectiveness using paired samples t-test. Qualitative data included observations, participant’s questions and a feedback activity at the end of the programme. A thematic analysis was undertaken to examine the data and detect meaningful insights.

Findings
Children’s affective empathy and empathic behaviour outcomes were improved following the pilot programme. However, no effects were observed for cognitive empathy and social norms. Thematic analysis revealed three themes to further improve the game: developmentally appropriate design, user experience and game design.

Research limitations/implications
Findings demonstrated challenges with the application of SCT outlining a disconnect between the design of the gamified programme and theory application.

Practical implications
This study provides initial evidence for the application of innovative gamification technologies to increase empathy in children.

Originality/value
To the best of the authors’ knowledge, this paper is the first to examine how a gamified social marketing programme can increase empathy in children.

Keywordssocial marketing; gamification; empathy; children; augmented reality
Year2020
JournalJournal of Social Marketing
Journal citation10 (3), pp. 321-337
PublisherEmerald Group Publishing Limited
ISSN2042-6763
Digital Object Identifier (DOI)https://doi.org/10.1108/JSOCM-11-2019-0204
Scopus EID2-s2.0-85086147929
Open accessPublished as green open access
Page range321-337
Author's accepted manuscript
License
All rights reserved
File Access Level
Open
Publisher's version
License
All rights reserved
File Access Level
Controlled
Output statusPublished
Publication dates
Online10 Jun 2020
Publication process dates
Deposited30 Oct 2023
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