54. People are More Motivated By Intrinsic Rewards Than Extrinsic Rewards

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People are more likely to be motivated to receive intrinsic rewards(certificates) rather than money or extrinsic rewards.Mark Lepper, David Greene, and Richard Nisbett (1973) conducted research on this question. They divided children into three groups: Group 1 was the Expected group. The researchers showed the children the Good Drawing Certificate and asked if they wanted to draw in order to get the certificate. Group 2 was the Unexpected group. The researchers asked the children if they wanted to draw, but didn’t mention anything about a certificate. After the children spent time drawing, they received an unexpected drawing certificate. Group 3 was the Control group. The researchers asked the children if they wanted to draw, but didn’t mention a certificate and didn’t give them one.

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Don’t assume that money or any other extrinsic reward is the best way to reward people. Look for intrinsic rewards rather than extrinsic rewards. If you’re going to give an extrinsic reward, it will be more motivating if it is unexpected. If the product you’re designing allows people to connect with other, people then they will be motivated to use it.
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