GAMIFIED BEHAVIORAL FRAMEWORKS FOR SUSTAINABLE ORGANIZATIONAL CULTURE CHANGE: INTEGRATING PSYCHOLOGICAL THEORIES AND PRACTICAL APPLICATIONS FOR LONG-TERM TRANSFORMATION

A. Carmazzi*

Organizational culture change is a critical yet complex process, often hindered by resistance and lack of sustained engagement. This study explores the application of behavior gamification as a transformative tool for achieving and sustaining culture change. Drawing from psychological frameworks such as Self-Determination Theory, Goal-Setting Theory, Operant Conditioning, and Social Learning Theory, alongside Directive Communication (DC) tools, this paper proposes a gamified behavioral framework designed to align individual motivations with organizational objectives. By integrating game mechanics related to performance measurment, such as rewards, challenges, feedback loops, thematic storytelling, and bottom-up leadership, into daily work processes, the framework fosters intrinsic motivation, enhances engagement, and promotes measurable behavior shifts. The study outlines a six-phase model for sustainable culture change, emphasizing employee-driven implementation, election of key leaders, and unified goals to maintain momentum and deliver quick wins. Key DC tools, including the Colored Brain Communication Inventory (CBCI), Squadli, and the Culture Evolution Assessment, are discussed in the context of facilitating continuous improvement and behavioral habit formation. Empirical evidence from prior research and case studies supports the efficacy of gamified approaches in improving employee engagement, task performance, and organizational alignment. This paper contributes to the field by offering a structured, evidence-based approach to embedding gamified strategies into organizational culture initiatives. The findings highlight the potential of gamification and Directive Communication psychology tools to drive not only rapid culture transformation but also long-term sustainability, providing practical insights for leaders and practitioners aiming to create adaptive, high-performing organizations.