“I’Ll Have One of Each”: How Separating Rewards Into (Meaningless) Categories Increases Motivation

Researchers have long sought to understand how incentives can more effectively foster motivation. In three studies, we show that people exert more effort when the rewards to doing so are split between two arbitrary categories. This finding holds for gain- and loss-frames and is highest for those high in need-for-closure.



Citation:

Scott Wiltermuth and Francesca Gino (2011) ,"“I’Ll Have One of Each”: How Separating Rewards Into (Meaningless) Categories Increases Motivation", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 267-268.

Authors

Scott Wiltermuth, University of Southern California, USA
Francesca Gino, Harvard Business School, USA



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

When News Gets Personal: The Evolution of Content in the Successive Retelling of Events

Shiri Melumad, University of Pennsylvania, USA
Yoon Duk Kim, University of Pennsylvania, USA
Robert Meyer, University of Pennsylvania, USA
Ani Nenkova, University of Pennsylvania, USA

Read More

Featured

A Salience Theory of Three Novel Exposure Effects

Kellen Mrkva, Columbia University, USA
Leaf Van Boven, University of Colorado, USA

Read More

Featured

P3. Cash Costs You: The Pain of Holding

J Zenkic, University of Melbourne, Australia
Kobe Millet, Vrije Universiteit Amsterdam
Nicole Mead, University of Melbourne, Australia

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.