Would you like to play? A comparison of a gamified survey with a traditional online survey method

Using the stimulus-organism-response (S-O-R) framework and signaling theory, we evaluated the signaling effect of gamification in online survey systems. Based on the Big Five personality assessment instrument, we developed an experimental study with two surveys – a traditional online survey with Likert scales, and a gamified survey powered by game mechanics. Then we evaluated the effect of both surveys on the users’ cognitive and affective...