Sweet Spot or Sour Note: Mapping the Curvilinear Effects of <scp>AI</scp> and Gamification on Consumer Engagement

ABSTRACT In a digital platform ecosystem, AI and gamification technologies create a unique paradox: the same features designed to create intense consumer engagement can undermine engagement in intense implementation situations. Although existing research reveals curvilinear effects across various settings, what is unclear is the boundary conditions to understand when these effects occur. We extend Self‐Determination Theory to examine key boundary conditions, such as psychological vulnerability states that determine whether curvilinear effects occur in the technology adoption process. We employed a mixed methods approach comprised of Natural Language Processing (NLP) based platform classification (Phase 1), PLS‐SEM (Phase 2), and Response Surface Methodology (Phase 3) to analyze data gathered from 400 respondents across multiple types of platforms. We find context contingent curvilinear effects in our study, finding strong inverted U‐shaped relationships primarily found when psychological vulnerabilities were high, referred to as the Alienation zone, and weaker or alternate relationships in other contexts. Results indicate that rather than being universal, curvilinear effects occur according to psychological vulnerability states, which may thus enable context‐aware approaches toward maximum possible engagement with a recognition of when intensive implementation may be counterproductive. Platform managers will be able to strategically calibrate AI and gamification features based on the psychological tension profile of their platform rather than depending on universal strategy implementations. This research should be complemented by the inclusion of longitudinal designs, direct reactance measurement, and multi‐stakeholder perspectives.