Game Difficulty, Emotions, and Helping Behavior: An Affective Pathway to Customer Feedback
(A2026-134174)

AUTHORS

Katja D�bel, Kiel University; Stefan Hoffmann, Kiel University

ABSTRACT

As customer attention spans shrink amid an overflow of AI-generated content and social-media stimuli, participation in feedback surveys continues to decline, despite their enduring importance for organizations. Gamification may offer a cost-efficient alternative by eliciting emotional micro-experiences that motivate users to engage. This study examines how a short reaction game influences emotional states and, subsequently, willingness to help by completing an additional survey. In a 2×2 between-subjects design (N = 164), game difficulty and performance feedback were manipulated. Difficult games reduced positive emotions and increased negative emotions and both emotional dimensions significantly predicted willingness to help. Mediation analyses revealed indirect effects of game difficulty via emotions, and feedback amplified emotional responses. Findings demonstrate how brief gamified interactions can enhance prosocial engagement in customer feedback contexts.