This research examines the effect of gami
fi
ed information presentation
—
conveying information about a product
innovation in the form of a game
—
on consumer adoption of that innovation. The key hypothesis is that gami
fi
ed
information presentation promotes consumer innov
ation adoption and that it does so through two parallel
psychological processes
—
by increasing consumer playfulness, which stimulates curiosity about the innovation,
and by enhancing the perceived vividness of information presentation, which increases the perceived advantage of
the innovation relative to (less innovative) competing products. Evidence from seven studies, including two
fi
eld
experiments, supports this theorizing. The results also show that for gami
fi
ed information presentation to increase
innovation adoption, it is essential that the information is integrated into the game. These
fi
ndings advance the
understanding of the psychological forces that govern how consumers respond to receiving product information in
the form of games, and they have important practical implications for how
fi
rms might use gami
fi
ed information
presentation to promote sales of new products.