Why do we work harder when we are promised a reward?

The 

Incentivization

, explained.
Bias

What is Incentivization?

Incentivization is attaching a reward to a given behavior, or threatening a penalty for failing to do that behavior. In some cases, incentives are powerful tools to motivate people to take a certain action. Other times, however, incentives can backfire, and might decrease motivation instead of increasing it.

Where this bias occurs

Robert is a smoker who has been wanting to quit for a long time now. He enrols in a program that promises financial rewards for smokers who successfully quit. First, if he completes a course on smoking cessation, he’ll get $100. Next, if he can stay off of cigarettes for six months, he’ll receive $250. Finally, continuing not to smoke for another six months after that will net him $400. After quitting, Robert has strong cravings for a cigarette, and it’s hard to resist the temptation to smoke—but every time he considers reaching for a pack of cigarettes, the promise of so much extra cash motivates him to stick with it instead.

Sources

  1. Graham, G. (2000, May 26). Behaviorism. Stanford Encyclopedia of Philosophy. https://plato.stanford.edu/entries/behaviorism/#PopuBeha
  2. Azab, M. (2017, February 23). The neuroscience of wanting and pleasure. Psychology Today. https://www.psychologytoday.com/ca/blog/neuroscience-in-everyday-life/201702/the-neuroscience-wanting-and-pleasure
  3. Adinoff, B. (2004). Neurobiologic processes in drug reward and addiction. Harvard Review of Psychiatry, 12(6), 305-320. https://doi.org/10.1080/10673220490910844
  4. Berridge, K. C., & Robinson, T. E. (2016). Liking, wanting, and the incentive-sensitization theory of addiction. American Psychologist, 71(8), 670-679. https://doi.org/10.1037/amp0000059
  5. Goleman, D. (1987, August 25). Embattled Giant Of Psychology Speaks His Mind. The New York Times. https://www.nytimes.com/1987/08/25/science/embattled-giant-of-psychology-speaks-his-mind.html
  6. Koren, M. (2013, March 20). B.F. Skinner: The man who taught pigeons to play Ping-Pong and rats to pull levers. Smithsonian Magazine. https://www.smithsonianmag.com/science-nature/bf-skinner-the-man-who-taught-pigeons-to-play-ping-pong-and-rats-to-pull-levers-5363946/
  7. Ryan, R. M., & Deci, E. L. (2000). Intrinsic and extrinsic motivations: Classic definitions and new directions. Contemporary Educational Psychology, 25(1), 54-67. https://doi.org/10.1006/ceps.1999.1020
  8. Gneezy, U., Meier, S., & Rey-Biel, P. (2011). When and why incentives (Don't) work to modify behavior. Journal of Economic Perspectives, 25(4), 191-210. https://doi.org/10.1257/jep.25.4.191
  9. Lepper, M. R., Greene, D., & Nisbett, R. E. (1973). Undermining children's intrinsic interest with extrinsic reward: A test of the "overjustification" hypothesis. Journal of Personality and Social Psychology, 28(1), 129-137. https://doi.org/10.1037/h0035519
  10. Kohn, A. (1993, September/October). Why incentive plans cannot work. Harvard Business Review, 2-7. https://hbr.org/1993/09/why-incentive-plans-cannot-work
  11. Samson, A. (2019, July 30). How incentives can build good habits. Psychology Today. https://www.psychologytoday.com/ca/blog/consumed/201907/how-incentives-can-build-good-habits
  12. McLeod, S. (2018). Edward Thorndike - Law of effect. Simply Psychology. https://www.simplypsychology.org/edward-thorndike.html
  13. Bénabou, R., & Tirole, J. (2005). Incentives and prosocial behavior. The American Economic Review, 96(5), 1652-1678. https://doi.org/10.3386/w11535

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