Gamification is increasingly embedded in consumers’ daily lives, from fitness tracking to language learning, with the promise of driving engagement and motivation. Yet, despite its growing prevalence and celebrated benefits, less is known about its potential downside for consumer well-being. This research investigates the unintended consequences of gamification, focusing on its capacity to induce consumer distress. Using a multi-study mixed-method approach, we integrate insights from in-depth interviews, an online survey, a scenario-based experiment and a longitudinal field study to examine how achievement- and social-oriented gamification features affect consumer distress. Our findings reveal that gamification can foster distress, particularly among consumers with a strong outcome goal orientation and low to moderate self-esteem. Qualitative results further highlight the amplifying role of distance to goal, while excessive engagement with features, manifesting in compulsive thoughts and over-involvement, emerges as a key mechanism driving distress. By moving beyond the dominant focus on gamification’s positive outcomes, this research advances understanding of unintended consumer outcomes and underscores the need for more mindful design and use of gamified technologies. Implications extend to consumers, companies, and policymakers alike, calling for education, supportive design, and protective policies to ensure that gamification serves consumer well-being rather than eroding it.

Accepted Oral Presentation