Consistent with the conference theme, "striving for impact,' we examine three orientations of motivation as predictors of the likelihood that individuals will use a marketing-related technology. Further, two outcomes of this specific task, objective value and subjective value, are considered....

Purpose: Over the past decade, gamification’s popularity has broadened into many industries and has become embedded in consumers’ lives. As privacy protection and how firms utilize users’ data has been at the forefront of consumers’ minds, practitioners and academics alike need to...