International Journal of Advanced Engineering Research and Science (IJAERS) [Vol-6, Issue-10, Oct- 2019] https://dx.doi.org/10.22161/ijaers.610.17 ISSN: 2349-6495(P) | 2456-1908(O) www.ijaers.com Page | 108 Gamification as a Process Class: The Dialetic of user Interaction Washington Sales do Monte 1 , Elis Regina Monte Feitosa 2 , Mércia Cristiley Barreto Viana 3 , Alexsandra Bezerra da Rocha 4 , Robelius De-Bortoli 5 1 Postgraduate Program in Intellectual Property Science - PPGPI. Federal University of Sergipe, Brasil. Email: wsalesmkt@gmail.com 2 Department of Administration, Federal University of Semi-Arid, Brasil. Email: elisrmf@gmail.com 3 Department of Administration. Catholic College of Rio Grande do Norte, Brasil. Email: profamerciac@gmail.com 4 Department of Geography, Federal University of Campina Grande - PB, Brasil. Email: elisrmf@hotmail.com 5 Postgraduate Program in Intellectual Property Science - PPGPI. Federal University of Sergipe, Brasil. Email: ladec.ufs@hotmail.com Abstract— The study of gamification as a process has been growing in a multidisciplinary way in various areas of knowledge, being applied to the development of products, services and interaction with users in a search to make their experience more meaningful and promote the change of their behavior. This paper aims to present a dialectical view on the concept of gamification as a process of its relationship with changing user behavior. Descriptive research, which used as analysis the dialectical method divided into three moments, syncresis, analysis and synthesis. The revision of the texts concludes with an interdisciplinary view of gamification as a process, as well as its development is linked to the intrinsic, extrinsic motivations and the behavioral change of users, especially when they are inserted actions and activities, whether products or services. Gamification it is not just a set of methods or game mechanics, but a process that increases the likelihood of user experiences seeking their behavior change. Keywords— Users, Processes, Gamication, dialectic. Resumo— TO estudo da gamification como processo vem crescendo de forma multidisciplinar em diversas áreas do conhecimento, sendo aplicado ao desenvolvimento de produtos, serviços e interação com os usuários, na busca de tornar sua experiência mais significativa e promover a mudança de seu comportamento. Este artigo tem como objetivo apresentar uma visão dialética do conceito de gamification como um processo de sua relação com a mudança de comportamento do usuário. Pesquisa descritiva, que utilizou como análise o método dialético dividido em três momentos, sincrese, análise e síntese. A revisão dos textos termina com uma visão interdisciplinar da gamification como um processo, bem como seu desenvolvimento está atrelado às motivações intrínsecas, extrínsecas e à mudança de comportamento dos usuários, principalmente quando inseridas ações e atividades, sejam produtos ou serviços. Gamification não é apenas um conjunto de métodos ou mecânica de jogo, mas um processo que aumenta a probabilidade de experiências do usuário buscando uma mudança de comportamento. Palavras-chave— Usuário, Processos, Gamification; dialética. I. INTRODUCTION Process understanding is becoming important to organizations in the current context. How transformations in the market, such as changes in consumer and user behavior, are constantly changing factors that are directly linked to process development. Considered as a set of activities performed in sequence defining a path to be followed, almost always resulting in a product or service, the study of processes has been gaining ground in both the academic and business environments. Defining process is not a very easy task. According to etymology the word 'process' comes from the Latin procedure. The Portuguese language dictionary defines process as “Continuous and prolonged action, which