The Effect of Incentive Framing on Working Harder: Doing More Than We Predict

This paper tests the effectiveness of extrinsic motivation (e.g., monetary incentives) at promoting effort on challenging tasks depending on whether the incentive is framed as a gain or a loss from a reference point. In a series of studies we find that loss-framed incentives motivate people significantly more than a gain-framed incentives. Further, we show that people incorrectly predict that the gain framed incentive would be more motivating. We identify a belief in the positive correlation between task enjoyment and motivation contributes to the disparity between prediction and experience.



Citation:

Kelly Goldsmith and Ravi Dhar (2008) ,"The Effect of Incentive Framing on Working Harder: Doing More Than We Predict", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 169-172.

Authors

Kelly Goldsmith, Yale University
Ravi Dhar, Yale University



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Public Discourse and Cultural Valorization in the Cancer Marketplace

Lez Ecima Trujillo Torres, University of Illinois at Chicago, USA
Benét DeBerry-Spence, University of Illinois at Chicago, USA
Søren TOLLESTRUP ASKEGAARD, University of Southern Denmark, Denmark
Sonya Grier, American University, USA

Read More

Featured

Attentional Breadth Affects In-store Exploration and Unplanned Purchasing

Mathias Clemens Streicher, University of Innsbruck, Austria
Zachary Estes, Bocconi University, Italy
Oliver B. Büttner, University of Duisburg-Essen

Read More

Featured

Understanding the Framing of Recommendations

Jia Gai, Erasmus University Rotterdam, The Netherlands
Anne-Kathrin Klesse, Erasmus University Rotterdam, The Netherlands

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.