GAMIFICATION OF THE INTERFACE AND CHANGING THE VALUE FUNCTION OF USERS ON ATTENTION ECONOMY PLATFORMS

The article examines the influence of gamification of digital platform interfaces on the transformation of the value function of users in the context of the attention economy. The theoretical basis is the concept of attention as a scarce resource (M. A. Milkova, A. Sh. Tkhostov), as well as behavioral and neuroeconomic models of utility assessment (V. A. Klyucharev, I. A. Vasiliev). The analysis of gamification mechanisms (points, badges, levels, leaderboards) and their impact on motivational attitudes, cognitive strategies and behavioral patterns of users is carried out. It is shown that gamification contributes to a shift in motivation from internal to external, enhances short-term involvement and causes a restructuring of the value function towards a preference for symbolic rewards. The risks of digital addiction, the effect of excessive justification and a decrease in the depth of cognitive information processing are noted. A conclusion is made about the need for ethically sound and adaptive application of gamification practices in interface design, taking into account the cognitive and motivational characteristics of users.