The Role of Individualism–Collectivism in Shaping Consumer Evaluations of Achievement-Related Gamification Features

Gamification has become a globally adopted innovation, used by marketers worldwide to enhance consumer experience through game-like elements such as points, levels, leaderboards, progress paths, and more. While existing research analyzes the influence of gamification on consumer engagement and brand loyalty, little is known about how cultural factors influence its impact. This research aims to investigate how cultural dimensions—specifically, individualism-collectivism—affect the way consumers evaluate and perceive achievement-related gamification features. Four distinct studies will use online surveys to examine whether individualistic and collectivistic consumers respond differently to gamification elements that emphasize either personal achievements or collective goals. This research will contribute to consumer behaviour literature and provides insights for marketers seeking to create more inclusive, personalized, and meaningful experiences for consumers. The findings will extend the current understanding of culture and gamification intertwine, and help businesses design culturally adaptive gamification strategies that resonate with diverse audiences.