Motivating Uncertainty Effect

We often find ourselves to be more motivated by rewards of unknown magnitudes than by known rewards because the uncertainty makes it feel like a game. However, this effect only occurs when we focus on the journey towards the reward and not when we focus on actually winning the reward.

#behavior

Related studies:

1. Fishbach, A., Hsee, C., and Shen, L. (2014). Uncertainty Increases Motivation. Advances in Consumer Research. 42, 681-682.
2. Shen, L., Fishbach, A., & Hsee, C. K. (2015). The motivating-uncertainty effect: uncertainty increases resource investment in the process of reward pursuit. Journal of Consumer Research, 41(5), 1301–1315. https://doi.org/10.1086/679418
3. Motivating Uncertainty Effect Definition. Convertize. https://tactics.convertize.com/definitions/motivating-uncertainty-effect
4. Operant Conditioning. Boundless Psychology. https://courses.lumenlearning.com/boundless-psychology/chapter/operant-conditioning/

Examples:

• Lucky Loyalty Effect