철학과 과학 그리고 게이미피케이션(‘Player engaging’ 위해 핵심적으로 고찰이 필요한 이론과 개념 중심으로)

철학과 과학 그리고게이미피케이션

(‘Player engaging’ 위해핵심적으로 고찰이 필요한

이론과 개념 중심으로)

2017Billy(최병호)/[email protected]

Seoul Social Economy Center strategy consultant/중앙대학교 교수/

성균관대학교 일반대학원 휴먼ICT융합학과 교수/홍익대학교 영상대학원 강사(HCI개론 강의)/

연세대학교 공학대학원 강사(서비스디자인경영 강의)/InnoUX CEO/

Research Data: http://www.slideshare.net/BillyChoi/Blog: http://blog.naver.com/soularchitec

Twitter/Facebook: ILOVEHCI

© 2017 Billy All rights reserved.철학과 과학 그리고 게이미피케이션(‘Player engaging’ 위해 핵심적으로 고찰이 필요한 이론과 개념 중심으로)

Brain Activity Predicts Decisions Before They’re Consciously Made*

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Your experience is that:

1. You make a conscious decision about what song you want to hear.

2. You move your muscles to select the song.

But here’s what really happens:

1. Unconscious parts of your brain make the decision of what song to listen to.

2. Those unconscious parts of your brain communicate the decision to other areas of the brain that control your motor movements.

3. Your arm/hand/finger start to move to execute the decision.

4. Information on what the decision was (finally) appears in your conscious brain areas.

5. You have the conscious experience of picking a song.

6. You use your finger to press the name of the song.

Brain scan research by Chun Siong Soon(2008) shows that it takes about 7 seconds from the time you make an unconscious decision to when your conscious brain thinks you have made the decision.**

* Source: Weinschenk, Susan. 100 MORE Things Every Designer Needs to Know About People (Voices That Matter) (p. 74). Pearson Education. Kindle Edition. ** Soon (2013) devised a different experiment to see if the same delay holds for making abstract decisions that don’t involve simple motor movements. He found similar results. Up to 4 seconds before the person was aware of making a conscious decision, unconscious areas of the brain had made the decision and started acting on it. In this experiment, participants had to decide whether to work on a word task or an arithmetic task.


Nouns Spur Action More Than Verbs Spur Action*

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One group of participants answered a short set of questions that referred to voting with a noun:

“How important is it to you to be a voter in the upcoming election?”

Another group answered similar questions worded with a verb:

“How important is it to you to vote in the upcoming election?”

Christopher Bryan and Gregory Walton (2011) conducted studies to see if this idea of nouns and verbs would affect voting.

* Source: Weinschenk, Susan. 100 MORE Things Every Designer Needs to Know About People (Voices That Matter) (p. 82~85). Pearson Education. Kindle Edition.

Participants in the noun group expressed significantly more interest (62.5 percent) in registering to vote than participants in the verb group (38.9 percent).As they had predicted, participants in the noun condition voted at a significantly higher rate than participants in the verb condition (11 percent higher).

Using a noun invokes group identity.


Homophones Can Prime Behavior(동음이의어는 행동을 점화한다)*

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* Source: Weinschenk, Susan. 100 MORE Things Every Designer Needs to Know About People (Voices That Matter) (p. 86~88). Pearson Education. Kindle Edition. ** Priming is when exposure to one stimulus influences your response to another stimulus. *** Homophone Activation is Unconscious

Derick Davis and Paul Herr (2014) wanted to see if homophones would act as primes**, and if so, how strongly and under what conditions:

Bye/buy Write/right Carrot/carat Air/heir Brake/break Cell/sellCereal/serial Coarse/course Fair/fare Know/no One/won Profit/prophet

• Research on reading has shown that a lot of the time people automatically and unconsciously*** suppress the activation of homophone associations. It takes some cognitive work to suppress homophone activation.

• This means that as you become more mentally busy—as your cognitive load increases—your susceptibility to the homophone priming increases, too.

Good-bye/Good buy

You/EweEwe/You


Dramatic Arc Stories Change Brain Chemicals*

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* Source: Weinschenk, Susan. 100 MORE Things Every Designer Needs to Know About People (Voices That Matter) (p. 106~109, 112). Pearson Education. Kindle Edition. ** Zak then gave people a chance to share money with a stranger in the lab or to donate money to a charity that helped children who were ill. In both cases, the more cortisol and oxytocin people had released, the more money they donated.

Empathy, Neurochemistry, and the Dramatic Arc: Paul Zak at the Future of Story Telling 2012 (https://youtu.be/q1a7tiA1Qzo)

The dramatic story arc.

• He found that when people felt distress they released cortisol, and when they felt empathy they released oxytocin.(If the story has a happy ending, then dopamine is released (dopamine makes people feel optimistic and seek action)).

• Zak concluded, “The narrative (story) is changing behavior by changing brain chemistry.”**

The rising action contains tension. When there’s tension, people pay attention. If people sustain attention long enough, then they begin to identify (transportation) with the characters in the story. This will lead to oxytocin release, which then leads to empathy.


Synchronous Behavior and Cooperation*

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* Source: Weinschenk, Susan. 100 MORE Things Every Designer Needs to Know About People (Voices That Matter) (p. 134). Pearson Education. Kindle Edition.

Scott Wiltermuth and Chip Heath (2009) conducted a series of studies to see whether, and how, synchronous behavior affects how people cooperate:

They tested combinations of walking in step, not walking in step, singing together, and other movements with groups of participants.

Dancing, tai chi, yoga, singing, clapping, and chanting in time are all examples of synchronous activity.

;Synchronous activities are actions that people take together, where everyone is doing the same thing at the same time in physical proximity to one another.

;When people sing together, their breathing and heartbeats sync up.(Björn Vickhoff, 2013)

• The researchers found that people who engaged in synchronous activities were more cooperative in completing subsequent tasks, and more willing to make personal sacrifices to benefit the group.

• The mere act of doing the synchronous activity seemed to strengthen social attachment among the group members.(Scott Wiltermuth and Chip Heath, 2009)And It helps the survival of the group.(Jonathan Haidt, 2008)

• Oxytocin reduces inflammation and helps heal wounds. This is one of the reasons why having a strong social network keeps you healthy—the bonding releases oxytocin and the oxytocin reduces inflammation.


It’s all About Unpredictability and Anticipation(모든 것은 불확실성과 기대감에 달려 있다)*

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Robert Sapolsky is a neuroscientist who studies dopamine in the brain. He trains monkeys to know that when a light comes on that is a signal:

• Once the signal arrives (the light comes on), the monkeys know that if they press a button 10 times, after the 10th time, a food treat will appear.

• Sapolsky measures the amount and timing of dopamine release in the monkeys’ brains during the cycle of signal—pressing—food treat.

• Sapolsky points out that the dopamine release starts as soon as the signal arrives, and ends at the end of the bar pressing. Many people think that dopamine is released when the brain receives a reward, but dopamine is actually released in anticipation of a reward. It’s the dopamine that keeps the monkeys pressing the bar until the treat arrives.

Dopamine Jackpot! Sapolsky on the Science of Pleasurehttp://www.dailymotion.com/video/xh6ceu


People Don’t Always Engage more When you’ve Used “Gamification”*

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As of 2012, articles started appearing about how gamification wasn’t working. It wasn’t living up to its promise. The problem lies in what the companies meant by gamification and what they actually implemented. There are three main problems. Many of the gamification attempts I see miss one or more of the important motivators above, and they implement them poorly even when they think to use them.

Most of the implementation of games in non-game settings seems to center around competition and rewards. Certainly both competition and rewards can be part of a gamification strategy, but they’re just two strategies, and they aren’t even the most powerful. More motivating than competition and reward are things such as.

These are intrinsic motivators. Rewards are extrinsic motivators. Most of the time, intrinsic motivators are more powerful and effective than extrinsic motivators.

Using rewards in particular tends to counteractthe desire for mastery.

1. Stories. Many games include a story/plotline, and compelling characters to identify with.

2. Desire for mastery. • Give people autonomy. When people

feel they have control over what they do and how and when they do it, the desire for mastery is stimulated.

• Provide clear feedback.(without praise)• Provide the right amount of challenge.

3. Need to belong. Part of the motivation of playing a game can be the fact that you’re part of a community of people who also play that game.


문제의 창조 & 문제의 해결

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문제의 창조

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D

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올바른문제의 정의(발명)

문제의 해결

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D

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주어진 문제의정확한 해결


원리상의 문제(de juri, in principle)

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마음의 원리 뇌의 원리

게이미피케이션의원리

게임의 원리

경청해주셔서고맙습니다!