The role of (financial) rewards and the influence on motivation and commitment
Reward is compensation rather than incentive
The new study by Vossen, Ihl and Piller provides more clarity on the role of (financial) rewards and their influence on motivation and commitment. The research offers the following conclusions:
With crowdsourcing, the step to submitting an idea is made smaller by the expected financial reward. So it is a push in the back.
Engagement is not influenced by reward: participants in crowdsourcing are typically extrinsically motivated unless the outcome is directly personally relevant.
Reward can hinder collaboration
In co-creation, a financial reward is less important due to a japan telegram data strong personal interest and commitment to the theme.
An expected financial reward also does not encourage collective effort and cooperation between participants. On the contrary: for participants with strong personal interest, a reward actually negatively influences cooperation.
See reward as incentive
Rewards work well to stimulate people to participate in crowdsourcing initiatives such as idea generation. If you want to go a step further and improve ideas together with your target group and develop them into concepts, financial rewards offer no added value. People who participate in co-creation do so out of involvement and because they find the product/brand important. The fact that they think along and exert influence on this drives them, not the financial reward. If you want to apply co-creation as an organization, play on this feeling of empowerment and social recognition.