Variable reward

"Anticipation of reward triggers pleasure centre more than reward itself."

👉 Reward by tribe

👉 Reward by hunt

👉 Reward by self

Reward by Tribe - social approval

• Social learning theory: people more likely to alter behaviour if they see others rewarded for specific action

Caveats

👉 Understand what reward users seek (monetary or social proof)

👉 Users seeking autonomy: Make them do what they want to do not what you want them to do

👉 Problem of finite variability: limit on how often static reward can be enticing, UGC platforms have infinite variability

Investment

3 aspects

👉 We value our own effort irrationally (IKEA effect)

👉 Build upon small investments over time

👉 Want to avoid cognitive dissonance (associate with positively)

All of the above lead to rationalisation

#Activation #Cust-Engagement