The influence of Gameplay Mechanics as Design Strategy on Consumer Behavior”

Abstract

Consumer behavior is the focus of the marketing and advertising process alike, so the thinking of any organization is focused on meeting the needs and desires of the consumer and how to satisfy him. If it is a personality that depends on salesmen or friends, or it is not personal represented in advertising and publicity means.Where advertising plays a major role in directing consumer behavior towards purchasing, and since the means of communication and related technologies have developed, so have developed methods of advertising in particular, and the development of advertising in the third millennium has led to the emergence of a new type of advertising that depends on all advanced technological means, which is called interactive advertising (Interactive Advertising), in order to increase the success of the advertising process, and the possibility of exploiting it to attract more recipients. Features available to the designer and the user.With the continuous development in the field of advertising design and interactive methods, we can employ and use the mechanisms of play in the design of interactive advertisements in an innovative way to create a positive and strong impression on the current customers and attract new customers as well as to influence the behavior of the target audience .