Motivation in language learning and fitness apps Rimvydas Jankunas Eva Kapelac Title: Motivation in language learning and fitness apps Program: Information studies Semester: 10th semester Supervisor: Mette Skov Participants: Rimvydas Jankunas Eva Kapelac Date: May 2020 Number of characters: 260,250 Number of pages: 108 Glossary Flashcard – It is a card bearing information on both sides, which is intended to be used as an aid in memorization. Each flashcard bears a question on one side and an answer on the other (Wikipedia, n.d.). Leaderboard – According to Merriam-Webster, a leaderboard is a large panel for displaying the ranking of the leaders in a competitive event (Merriam-Webster, n.d.). In a context of this thesis, leaderboard refers to an online social space that displays the rankings of users involved in a competitive event or activity within a mobile app. Power-up – It is an object that adds temporary benefits or extra abilities to the player character as a game mechanic (Wikipedia, n.d.). Power-ups are often used in video games or applications that contain game-like elements. Preface This thesis primarily focuses on the topics of motivation and gamification in the context of learning apps. It looks closely at the elements and features of learning apps and their impact on a user’s motivation. Furthermore, the project team’s goal is to produce design suggestions, which can aid the development of learning apps that would prolong the engagement and motivation of users. This aim will be reached according; firstly, by looking into theories that are applicable for the development of a successful and engaging learning app. Secondly, empirical data will be collected to approve or disprove the assumptions made based on the analysed theory. Thirdly, a discussion chapter will provide a blueprint for designing an engaging learning app. And finally, this study will be concluded by answering the problem question at the end of this thesis. Keywords – motivation, self-determination theory, gamification, gamification elements, learning apps. Contents 1. Introduction .................................................................................................................... 1 2. Problem description ....................................................................................................... 3 2.1 Problem formulation .................................................................................................... 4 2.2 Limitations ................................................................................................................... 4 2.3 Delimitations ................................................................................................................ 5 3. Theory and methodology................................................................................................... 7 3.1 Theoretical framework ................................................................................................. 7 3.2 Motivation .................................................................................................................... 8 3.2.1 History of motivation .............................................................................................. 9 3.2.2 Self-Determination theory (SDT) ......................................................................... 11 3.2.2.1 Intrinsic motivation ........................................................................................ 13 3.2.2.2 Extrinsic motivation ....................................................................................... 16 3.2.2.3 Mini theories of Self-Determination theory .................................................... 19 3.2.2.3.1 Cognitive evaluation theory (CET) .......................................................... 19 3.2.2.3.2 Organismic integration theory ................................................................. 20 3.2.2.3.3 Causality orientations theory .................................................................. 20 3.2.2.3.4 Basic (psychological) needs theory ........................................................ 21 3.2.2.3.5 Goal content theory ................................................................................ 21 3.2.3 Forming habits .................................................................................................... 22 3.3 Bloom’s Taxonomy .................................................................................................... 23 3.4 Ethics ........................................................................................................................ 24 3.4.1 Smartphone addiction ......................................................................................... 24 3.4.2 Surveillance in mobile apps ................................................................................. 26 3.4.3 Using punishment to shape behaviour ................................................................ 27 3.5 Gamification .............................................................................................................. 28 3.5.1 Game mechanics ................................................................................................ 30 3.5.2 Game dynamics .................................................................................................. 31 3.5.3 Motivation in the context of gamification .............................................................. 32 3.5.3.1 Self-determination theory in games .............................................................. 32 3.5.3.2 Flow theory ................................................................................................... 33 3.5.3.3 Operant conditioning..................................................................................... 35 3.5.3.4 Distributed practice ....................................................................................... 37 3.6 Persuasive design ..................................................................................................... 38 3.6.1 Fogg’s Behaviour Model...................................................................................... 38 3.6.1.1 Core motivators ............................................................................................ 39 3.6.1.2 Behaviour triggers ........................................................................................ 40 3.6.1.3 Simplicity factors (Ability) .............................................................................. 41 3.6.2 Persuasive systems design ................................................................................. 43 3.6.2.1 Postulates behind persuasive systems ......................................................... 43 3.6.2.2.1 Dialogue support .................................................................................... 46 3.6.2.2.2 Miscellaneous types of support .............................................................. 47 4. Research ........................................................................................................................ 49 4.1 Interviews .................................................................................................................. 49 4.1.1 Constructing the interview ................................................................................... 49 4.2 Online questionnaire .................................................................................................. 51 4.2.1 Constructing the questionnaire ............................................................................ 52 5. Findings and analysis ...................................................................................................... 54 5.1 Cognitive elements of Bloom’s Taxonomy in language learning apps ........................ 54 5.1.1 Motivation and Bloom’s Taxonomy ...................................................................... 58 5.2 Feature analysis of existing learning apps ................................................................. 58 5.2.1 Overview of learning apps ................................................................................... 59 5.2.2 Feature analysis results ...................................................................................... 61 5.2.3 Feature analysis summary .................................................................................. 67 5.3 Interview findings ....................................................................................................... 68 5.4 Online questionnaire findings ..................................................................................... 71 5.4.1 Language learning apps ...................................................................................... 72 5.4.2 Fitness apps ........................................................................................................ 77 5.4.3 Goal accomplishment, habit formation and motivation ........................................ 80 5.5 Empirical data analysis .............................................................................................. 83 5.5.1 Motivation ........................................................................................................... 83 5.5.2 Ethics .................................................................................................................. 90 5.5.3 Gamification ........................................................................................................ 90 6. Discussion .....................................................................................................................