The Effect of Reward Quantification on Actual Program Participation

Eleanor Putnam-Farr, Massachusetts Institute of Technology, USA
Jason Riis, University of Pennsylvania, USA
Through a combination of field and lab experiments, we demonstrate that the use of a high number to describe rewards leads to higher interest and enrollment, but also higher expectations of performance and a higher drop-out rate from the program when the reward is difficult to achieve.
[ to cite ]:
Eleanor Putnam-Farr and Jason Riis (2015) ,"The Effect of Reward Quantification on Actual Program Participation", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 282-286.