Gamification was discussed in Chapter 6. For specific segments of a market, a gamification approach might help elicit a desired behavior from consumers, and of course in many cases the desired behavior is an increase in consumption of the related product. When a product is generally associated with potential health problems if consumed in large quantities (e.g., alcohol, sugar), should a marketer be allowed to engage the consumer in gamification activities or similar “fun” approaches that encourage or induce excessive consumption of the product?