Abstract: Brand identification has the potential of shaping individuals’ attitudes, performance and commitment within learning and work contexts. We explore these effects, by incorporating elements of branded identification within gamified environments. We report a study with 44 employees, in which task performance and emotional outcomes are assessed in a real-world assembly scenario – namely, while performing a soldering task. Our results indicate that brand identification has a direct impact on individuals’ attitude towards the task at hand: while instigating positive emotions, aversion and reactance also arise.
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