The puzzle of experience vs. memory: Peak-end theory and strategic gamification design in M-commerce

•Peak-end theory enlightens designers to optimize gamified mobile marketing systems.•Mobile shoppers’ actual experiences and mental imageries based on memories differ.•They prefer improving experiences when total cognitive effort is held consistent.•Regulatory focus styles of users can moderate the peak-end effect in such systems.•The neutral LST condition is the most unbearable for promotion-focused users.