Gamification and Social Dynamics Behind Corporate Cycling Campaigns

• Published in: Transportation research procedia (Online) Vol. 19; pp. 33 - 39
• Main Authors: Millonig, Alexandra, Wunsch, Matthias, Stibe, Agnis, Seer, Stefan, Dai, Chengzhen, Schechtner, Katja, Chin, Ryan C.C.
• Format: Journal Article
• Language: English
• Published: Elsevier B.V 01.01.2016; Elsevier
• Subjects: Architecture, space management; behaviour change; biking; Civil Engineering; Computer Science; Computer Science and Game Theory; Cycling; Ecology, environment; Engineering Sciences; Environment and Society; Environmental Sciences; gamification; Health; Humanities and Social Sciences; influencing mobility behaviour; Infrastructures de transport; Life Sciences; Neurons and Cognition; Psychology; Psychology and behavior; social dynamics; Sociology; gamification; behaviour change; Cycling; biking; social dynamics; influencing mobility behaviour; Design; Transformation; Social Influence; Socially Influencing Systems; Behavior Change; Technology; Bicycling; Urban Mobility; Gamification
• ISSN: 2352-1465; 2352-1465
• DOI: 10.1016/j.trpro.2016.12.065

The promotion of cycling is of great importance for fostering sustainable and healthy modes of transport in urban areas. For this reason, many cities around the world organize biking competitions in order to motivate citizens to commute by bike. The success of such campaigns appears to demonstrate the positive effects of using playful settings for encouraging a specific type of behavior; however, the actual determinants of behavior changes have yet to be thoroughly investigated. This paper presents the results of an experimental bike commuting challenge among 14 companies, which has been conducted in Boston, MA. This six week study involved 239 participants using a socially influencing system for reporting commutes and displaying the rankings. The results revealed a variety of different motivation strategies developed by the companies. Social dynamics (motivating others or being motivated by others) had a very strong effect on the participants, suggesting that emotional aspects (team spirit, fun) have higher potential than more rational factors like health or environment.