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However, relatively less is known how different kinds of users may react to different types of gamification. Therefore, in this study (<jats:inline-formula><jats:alternatives><jats:tex-math>$$N=331$$<\/jats:tex-math><mml:math xmlns:mml=\"http:\/\/www.w3.org\/1998\/Math\/MathML\">\n                  <mml:mrow>\n                    <mml:mi>N<\/mml:mi>\n                    <mml:mo>=<\/mml:mo>\n                    <mml:mn>331<\/mml:mn>\n                  <\/mml:mrow>\n                <\/mml:math><\/jats:alternatives><\/jats:inline-formula>) we investigate how user orientation (Achiever, Disruptor, Free Spirit, Philanthropist, Player, and Socializer) is associated with the preference for and perceived sense of accomplishment from different gamification designs. Beyond singular associations between the user orientation and the gamification designs, the findings indicate no comprehensive and consistent patterns of associations. From the six user orientations, five presented significant associations: Socializer orientation was positively associated with Social, Fictional, and Personal designs, while negatively associated with Performance design; Player orientation was positively associated with Social (Accomplishment), Personal, and Ecological designs, while negatively associated with the Social design (Preference); Disruptor orientation was positively associated with Social design; Achiever orientation was positively associated with Performance and Social designs; and Free Spirit orientation was negatively associated with Social design. Based on the results, we provide recommendations on how to personalize gamified systems and set further research trajectories on personalized gamification.<\/jats:p>","DOI":"10.1007\/s11257-021-09300-z","type":"journal-article","created":{"date-parts":[[2021,8,5]],"date-time":"2021-08-05T01:02:42Z","timestamp":1628125362000},"page":"907-940","update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":81,"title":["The relationship between user types and gamification designs"],"prefix":"10.1007","volume":"31","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-3498-0049","authenticated-orcid":false,"given":"Ana Cl\u00e1udia Guimar\u00e3es","family":"Santos","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-3928-6520","authenticated-orcid":false,"given":"Wilk","family":"Oliveira","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-6573-588X","authenticated-orcid":false,"given":"Juho","family":"Hamari","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-0343-3701","authenticated-orcid":false,"given":"Luiz","family":"Rodrigues","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-2681-8698","authenticated-orcid":false,"given":"Armando M.","family":"Toda","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-9730-2253","authenticated-orcid":false,"given":"Paula T.","family":"Palomino","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-1574-0784","authenticated-orcid":false,"given":"Seiji","family":"Isotani","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"297","published-online":{"date-parts":[[2021,8,5]]},"reference":[{"key":"9300_CR1","doi-asserted-by":"crossref","unstructured":"Altmeyer, M., Lessel, P., Muller, L., Kr\u00fcger, A.: Combining behavior change intentions and user types to select suitable gamification elements for persuasive fitness systems. 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