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Increasing saving intentions through leaderboards: A gamification approach.

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Gamification, specifically competitive leaderboards, can boost saving intentions. Leaderboards are more effective when individuals compare themselves to a higher standard, aiding financial well-being.

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Area of Science:

  • Behavioral Economics
  • Psychology
  • Financial Well-being

Background:

  • Saving money is crucial but difficult for many individuals.
  • Gamification strategies are increasingly explored to influence financial behaviors.
  • Competitive leaderboards represent a novel gamification approach to encourage saving.

Purpose of the Study:

  • To investigate the effectiveness of competitive leaderboards in enhancing saving intentions.
  • To examine the moderating roles of comparison standard height and social comparison orientation.

Main Methods:

  • Two studies were conducted with a total of 618 participants.
  • Participants' saving intentions were measured with and without the presence of a competitive leaderboard.
  • The influence of comparison standard height and social comparison orientation was analyzed.

Main Results:

  • Participants exhibited higher saving intentions when exposed to a leaderboard compared to a control condition.
  • The positive effect of leaderboards on saving intentions was stronger when individuals compared themselves to a higher standard.
  • Individuals' social comparison orientation did not significantly moderate the effect of leaderboards.

Conclusions:

  • Competitive leaderboards are an effective, simple strategy to increase saving intentions.
  • Leveraging social comparison, particularly against higher standards, can enhance financial motivation.
  • This gamification technique offers a practical tool for improving financial well-being.