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From check-in apps to social TV campaigns, companies and brands love handing out badges as a back-pat for user engagement. But do users even care for a digital version of the gold stars they’d earn in kindergarten?
Gawker’s Nick Denton dismissed badges as “patronizing” in a recent interview with GigaOm. But iVillage svp of marketing Catherine Balsam-Schwaber told Adweek that's not the case when it comes to women.
“We know from our research that women are very achievement-oriented, and they’re looking for challenges in their lives very often,” she said.