On Being the “Tipping Point”: Threshold Incentives Motivate Behavior

Lalin Anik , Duke University, USA
Michael Norton, Harvard Business School, USA
In a series of social movements, we document that being the “tipping” person whose contributions (e.g., charitable giving, blood donations) at the critical moment creates a turning point is very motivating. We show that social motivation exceeds financial rewards and is driven by a sense of responsibility toward fellow participants.
[ to cite ]:
Lalin Anik and Michael Norton (2015) ,"On Being the “Tipping Point”: Threshold Incentives Motivate Behavior", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 85-89.