Balancing Intrinsic Motivation and Extrinsic Rewards: an Exploratory Investigation Into User Generated Content Production

Charla Mathwick, Portland State University, USA
The production of user generated content (UGC) provides an outlet for autonomous self-expression, develops and affirms personally valued skills, and creates the basis for competitive, supportive, and antagonistic peer relationships online. A netnographic analysis of Amazon’s Top Reviewer Community, uncovers the countervailing forces that arise from automated feedback systems that extrinsically reward behavior that is intrinsically motivated. While recognition appears important to UGC production, consistency, predictability, and perceived fairness in the reward allocation scheme, appears more important. Cognitive Evaluation Theory (Deci and Ryan 1985) and theories of procedural and distributive justice frame propositions to guide future empirical research.
[ to cite ]:
Charla Mathwick (2010) ,"Balancing Intrinsic Motivation and Extrinsic Rewards: an Exploratory Investigation Into User Generated Content Production", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 674-674 .