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Cultural Commonalities Memory Game

Increasing social inclusion through a game

Games teach us many things – how to play, how to strategize, and how to have fun with others. Yet, in our globalised world, people are increasingly exposed to individuals from different cultural backgrounds, and often people feel alienated from people and things that are unfamiliar. The Cultural Commonalities Memory Game (CCMG) might just be one way bridge across cultures and help people connect and belong. 

Social inclusion is a key factor in fostering the benefits of a diverse society. Bringing together design, psychology and behavioural economics, the CCMG aims to increase social and reduce bias in intercultural contexts. Players categorise images associated with different cultures together in a common group, highlighting commonalities across cultures whilst keeping their differences apparent. The game is designed so that players feel valued in their own individuality and experience a sense of belonging to the world as a whole. 

More from the RMIT Behavioural Business Lab.

Get involved

If you would like to get involved with this project, fill out the form below or reach out to project leaders via the contact info provided alongside each bio.



Ananta Neelim
School: Economics, Finance, and Marketing

Ananta is a Lecturer in Economics specialising in Behavioural, Development and Experimental economics. His academic research focuses on the impact of social institutions (like gender norms) on individual decision making and behavioural effects of rewards. He has successfully published his work in top-tier economics journals such as the Journal of Economic Behaviour and Organization and Economics Letters. Ananta also has conducted multiple impact evaluation projects and has provided consultancy services to Plan International, World Bank, International Organization for Migration, Swiss Development Corporation and the Consumer Policy Research Centre. Ananta received his PhD from Monash University in 2014.

Claus-Christian Carbon
School: Department of General Psychology and Methodology, University of Bamberg

Claus-Christian Carbon studied Psychology (Dipl.-Psych.), followed by Philosophy (M.A.), both at the University of Trier, Germany. After receiving his PhD from the Freie Universität Berlin and his Habilitation” at the University of Vienna, Austria, he worked at the University of Technology Delft, Netherlands and the University of Bamberg, Germany, where he currently holds a full professorship leading the Department of General Psychology and Methodology and the Forschungsgruppe EPAEG” — a research group devoted to enhancing the knowledge, methodology and enthusiasm in the fields of cognitive ergonomics, psychological aesthetics and Gestalt (see www​.exper​i​men​tal​-psy​chol​ogy​.com and www​.epaeg​.de for more details). He is the author of more than 400 publications including more than 160 peer-reviewed international journal articles, mainly addressing aesthetics topics, has conducted more than a dozen research projects with a total budget amount of approx. €3 million and a renowned contributor and invited speaker on international research conferences. CCC is Editor-in-Chief of the scientific journal Art & Perception, Section Editor of Perception and i-Perception, Associate Editor of Frontiers in Psychology, Frontiers in Neuroscience and Advances in Cognitive Psychology and a member of the Editorial Boards of Open Psychology, Musicae Scientiae and Leadership, Education and Personality.

Jan Schoormans
School: Faculty of Industrial Design Engineering, Delft University of Technology

Dr. Jan Schoormans (1956) is a Professor of Consumer Behaviour at the Faculty of Industrial Design Engineering, Delft University of Technology, Delft, the Netherlands. His research focuses on consumer preferences and behavior towards (the design of) new products. He has published on these topics in marketing journals like the International Journal of Research in Marketing, Psychology and Marketing, the Journal of Product Innovation Management, in psychological journals like Perception and the British Journal of Psychology, in engineering journals like Applied Energy, Journal of Cleaner Production, and in design journals like Design Studies, Journal of Engineering Design and the Design Journal.

Janneke Blijlevens
Senior Lecturer
School: Economics, Finance, and Marketing

Janneke Blijlevens is a Senior Lecturer in Design Thinking and Experimental Methods within the Marketing Discipline. With a Masters in Psychology, a PhD in consumer behaviour and design, and work experience in both design and business schools her research is truly interdisciplinary. Janneke uses her ability to understand different ways of thinking to design innovative solutions to complex societal and business problems. Her approach uses behavioural insights obtained in both qualitative and quantitative research to affect positive behaviour change in society. Her research covers areas such as product (design) perception and evaluation by consumers, the social roles that products can play to consumers, how to design products for social change, and psychological factors influencing the adoption of highly innovative products by consumers. She has published in top-tier academic journals such as Psychology & Marketing, International Journal of Design, Acta Psychologica, British Journal of Psychology, Journal of Psychology in Aesthetics, Creativity, and Arts, and Journal of Design, Business and Society. The project Sans Forgetica, a font to remember (sans​for​get​ica​.rmit)’ gained world-wide acclaim.

Joanne Peryman
School: Economics, Finance, and Marketing

Joanne Peryman (Laban) is a Lecturer in Economics. She holds a PhD in Economics from the University of Exeter, a Masters in Behavioural Economics from the University of Nottingham, and a BCom (Hons) in Economics from the University of Canterbury. Using mainly experimental methods, Jo’s research focuses on cultural differences in decision making, especially in situations involving uncertainty or risk. She has presented the results from this work at conferences in the UK, The Netherlands, and China. Jo is also keen to apply behavioural insights to policy. During her PhD she completed an internship with a UK Government Department, where she applied ideas from behavioural economics to real-life problems. Her work has attracted funding from the UK’s Economic and Social Research Council, as well as numerous small grants from the University of Exeter’s Behaviour, Decisions and Markets Research Centre.

Johanna Prasch
School: Economics, Finance and Marketing

Johanna E. Prasch is a PhD student and a research assistant and tutor in the School of Economics, Finance and Marketing and the BBL. After completing her Bachelors in Psychology from the University of Regensburg, and her Masters in Psychology from the University of Bamberg (both Germany), she started her PhD program in the BBL in February 2018. For her PhD project in consumer behaviour, Johanna got awarded a Stipend Scholarship from RMIT University. Her research interests centre around combining experimental methods from psychology and consumer behaviour to investigate mechanisms behind intercultural communication and behaviour. Currently, Johanna is investigating how to increase social inclusion and cooperation in multicultural settings.

Gamified Research Translation (GREAT)

Where business research meets gamification to create impact

The GREAT challenge
During the last decade, games have become a common part of people’s daily lives. Digital promise of Ed Tech and growing research on gamification has drawn attention to translation of valid science-based research for capability development. Activities and outputs that are not traditionally perceived as game-like are increasingly gamified.

In its most basic form, business research translation with gamification involves multi-disciplinary tasks of taking research findings, human psychology and technology of game-design, and applying them to business contexts — to achieve impact through change in behavior, cognition or emotional states.

However, current business research translation activities tend to rely on traditional academic outputs which may not deliver the intended societal impact — a challenge highlighted at local and international level. 

The GREAT mission
Increase awareness and knowledge on gamification of business research. To encourage researcher-industry integration to solve business challenges through games. To foster and deploy a cross-disciplinary network of GREAT experts, specialists and enthusiasts 

The GREAT cause
GREAT serves as a catalyst and anchor for capability development and a forum for faculty, specialists and practitioners to develop coherent and collective thought leadership on how might we develop and implement game-based tools and gamification as the means of research translation to achieve societal impact. 

The GREAT purpose
The purpose of GREAT is to catalyse meaningful inter-disciplinary knowledge exchange, develop best practices in gamification of business research and increase research-practice integration. 

The GREAT call
We have embarked on a meaningful journey of shaping our collective future through gamification of business research.
We cannot do this alone – we need you – your expertise, your experience and your passion for the human side of business.

Find out more about Gamified Research Translation [GREAT] here.

Research topics

Get involved

If you would like to get involved with this project, fill out the form below or reach out to project leaders via the contact info provided alongside each bio.



Hardik Bhimani
PhD candidate
School: Economics, Finance and Marketing

RMIT staff profile

Hardik Bhimani is a PhD student in the School of Economics, Finance and Marketing and is concurrently completing a Graduate Diploma in Psychology at Monash University. Hardik holds a Masters in Applied Finance from Kaplan Business School (Sydney) and is a member of the prestigious Strategic Management Society.

Managers face many strategic decisions but they often make unsustainable choices. So the challenge for todays’ firms is – how to effectively make social, environmental and economic choices?”

Prior to joining RMIT, where Hardik currently teaches Strategic Management courses, he was an award winning strategist and subject matter expert at several multinational organisations. It was during this period that he cultivated a curiosity for behavioural strategy. Ultimately, the quest to advance his research found him a home’ at RMIT University’s Behavioural Business Lab.

The access to supportive supervisors and a team of like-minded critical thinkers means the research journey is not only pleasant, but also engaging.”

Hardik’s research aims to understand the micro foundations of the interplay between social, environmental and economic strategic choices. His mixed-method research takes a behavioural strategy perspective and explains psychological influences, which affect strategic decision-making. In turn, the findings could guide managers’ to effectively de-bias their decision-making process, for a more sustainable strategic choice.

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