This research introduces a gamification-induced effect observed in hotel loyalty promotions. Guided by scope-insensitivity theory and the dual-process model of value evaluation, it specifically examines whether integrating gamification into loyalty programs can mitigate customers’ sensitivity to reward size and unfair preferential treatments based on loyalty status. Study 1 focuses on varying reward sizes, while Study 2 appraises loyalty status when preferential treatment toward other members is observed. Both studies demonstrate that gamification effectively dampens consumer sensitivities towards reward size and unfair preferential treatment. Cross-national validation further reinforces the universal impact of gamification and paves the way for future research. Aside from the well-known role of gamification in enhancing customer experiences and motivating specific actions, this research explores a novel aspect of gamification: the attenuation of reward sensitivity. In practice, gamification thus provides a viable business solution to overcome challenges in traditional reward-centric programs.

中文翻译：

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释放游戏化的力量：减轻促销互动中的奖励敏感性


这项研究介绍了在酒店忠诚度促销中观察到的游戏化效应。以范围不敏感理论和价值评估的双过程模型为指导，专门研究了将游戏化融入忠诚度计划是否可以减轻客户对奖励大小和基于忠诚度状况的不公平优惠待遇的敏感度。研究 1 侧重于不同的奖励大小，而研究 2 在观察到对其他成员的优惠待遇时评估忠诚度状态。这两项研究都表明，游戏化有效地降低了消费者对奖励大小和不公平优惠待遇的敏感性。跨国验证进一步增强了游戏化的普遍影响，并为未来的研究铺平了道路。除了众所周知的游戏化在增强客户体验和激励特定行动方面的作用之外，本研究还探讨了游戏化的一个新颖方面：奖励敏感性的减弱。因此，在实践中，游戏化提供了一种可行的业务解决方案，以克服传统以奖励为中心的计划中的挑战。