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  • Effects of Gameful Experience on Consumer Brand Responses: The case of Vans World
    Publication . Pipa, Raquel Simão da Câmara; Ferreira, Alcina Teresa Gaspar
    Purpose: The purpose of this dissertation is to explore the role of gameful experience in shaping consumer brand responses, within the context of marketing and branded interactive experiences. As brands increasingly seek alternative ways to engage consumers, this study examines how experiential qualities associated with games can be applied to brand–consumer interactions. Objectives: This dissertation aims to: (1) conceptualise gameful experience by integrating insights from game studies, psychology, and marketing literature; (2) analyse the key dimensions of gameful experience as proposed in the Gameful Experience (GAMEX) framework; and (3) examine how these dimensions manifest within a branded game context, using a game developed by the brand Vans as a case study. Methodology: Methodologically, this study adopts an exploratory qualitative approach, combining a bibliographic review with a case study of a branded game developed by Vans. Results: The results reveal that player motivation is strongly shaped by exploratory gameplay elements, particularly autonomy, discovery, and environmental storytelling. Explorer-type players exhibited higher levels of engagement when game mechanics supported open-ended interaction and self-directed progression. Furthermore, the findings demonstrate that gameful experiences—especially enjoyment, absorption, creative thinking, and activation—are positively associated with consumer brand responses, including increased engagement, more favourable brand attitudes, and stronger emotional connections with the brand. Overall, the integration of exploration-driven design strategies emerges as a key factor in enhancing both player experience and sustained consumer–brand engagement.
    2026-04-08Dissertação de mestrado Acesso aberto Ver mais
  • Effectiveness of Group Narrative Therapy Based on a Postmodern Psychotherapeutic Approach for Reducing Test Anxiety in Secondary School Students
    Publication . Peker, Adem; Cengiz, Serkan; Laranjeira, Carlos; Yıldırım, Murat; Di Malta, Gina
    Objective This study aimed to evaluate the effectiveness of a narrative therapy (NT)–based psychoeducation programme in reducing test anxiety among eighth-grade students in Türkiye. Methods Using a quasi-experimental design and purposive sampling, 22 students (63.6% female) were assigned to either an experimental or control group (11 each). Participants completed the Turkish version of The Test Anxiety Scale (EXS). The six-week NT-based programme was applied to the experimental group. Data were analysed using single-factor ANCOVA. Findings The results showed that the test anxiety levels of the students in the experimental group were significantly lower than those in the control group (F = 6.23; p < 0.05). Discussion Research findings have shown that NT training programmes are effective in reducing test anxiety. These results suggest that incorporating NT principles and strategies can serve as an effective approach to addressing and alleviating test anxiety in students.
    2026-04-08Artigo científico Acesso aberto Ver mais