PEOPLE GO CRAZY ABOUT THE UNPREDICTABLE REWARDS
Description
Motivating-Uncertainty Effect says that we are more motivated to reach a goal with an uncertain reward than the one with a fixed reward.
Its variation is also known as "variable rewards" (the concept created by Nir Eyal).
Variable rewards are the foundation for a significant number of addictive products.
When rewards are highly variable, our brains are overtaken by dopamine and relentlessly search for their next reward.
Research:
Research that studied monetary prizes in two situations - when the prize is unknown and can vary from small to very large, and when the prize is a known amount– showed that people were much more likely to be stimulated by the unknown. The summary was that people were more motivated by tasks with an unknown reward.
Example:
A task: Drink a large amount of water within 2 minutes
2 groups:
Group A was told to receive $2 if they completed the task
Group B was told to receive either $1 or $2 randomly
Group A: 43% completed
Group B: 70% completed
Application
Mystery Rewards or Discounts
Digital marketers can create campaigns that offer mystery rewards or discounts to consumers. For instance, an online store could offer a "mystery discount" where customers only discover the discount percentage after they've added items to their cart and proceed to checkout. This uncertainty can motivate consumers to engage more deeply with the website, increasing the likelihood of a purchase.
Limited Time Offers with Unknown Endings
Instead of specifying when a sale or promotion ends, marketers can create a sense of urgency by keeping the end date uncertain. For example, an email campaign could announce a special offer "ending soon" without specifying when. This creates a sense of scarcity and urgency, prompting quicker action from potential customers.
Interactive Content with Uncertain Outcomes
Incorporating interactive content, such as quizzes or games, where the outcome or reward is uncertain until the interaction is complete, can significantly increase engagement. For instance, a digital campaign could include a quiz with a promise of personalized recommendations or rewards based on the results. The uncertainty of what those recommendations or rewards could be motivates users to complete the interaction.
