Immediate Rewards Render Activities More Intrinsically Motivating

Kaitlin Woolley , Cornell University, USA
Ayelet Fishbach, University of Chicago, USA
Can immediate rewards increase consumers’ intrinsic motivation? Across five studies (N=1125), immediate (vs. delayed) rewards increased intrinsic motivation for activities consumers care about (exercising; visiting museums; reading). This effect is specific to intrinsic (vs. extrinsic) motivation and operates by strengthening the association between an activity and its outcome.
[ to cite ]:
Kaitlin Woolley and Ayelet Fishbach (2017) ,"Immediate Rewards Render Activities More Intrinsically Motivating", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 129-134.