- Hypothesis 1 stated that making unique behavior salient would increase a person’s motivation to rate more movies in general, the results of the study confirmed this hypothesis
- Participants in the unique group rated 18% more movies than those who received the non-unique message
- Participants in the unique group rated 40% more rarely rated movies than those who got the non-unique message


Data Analysis and Results: Uniqueness

- Hypothesis 2 stated that making personal and group benefits salient would increase people’s motivation to rate more movies. The results were more complex
- It seemed that the mention of this benefit decreased ratings rather than increasing ratings
- Participants receiving an email mentioning benefits rated an average of 16.36 movies during the experiment, on average the combined non-benefit groups rated 28.28 movies. This finding disconfirms the prediction from the collective effort model

Data and Analysis Results: Benefit

- Hypothesis 3 stated that MovieLens users will rate more movies when the perception of both unique contribution and benefits to the community are made salient than when only unique contributions or benefits are made salient
- The results of the study did not support the above hypothesis

Data and Analysis Results: Combining Uniqueness and Benefit

- 397 (47.8%) members logged in and rated at least one movie
- Rated an average of 19.26 movies during the week, which is far higher than the 5.4 movies per week prior to the study
- Merely sending the email led to a dramatic increase in ratings
- Only 3.2% of a matched control group logged in during the week of the experiment
- No difference between the experimental groups regarding the likelihood of logging in at least once during the week

University of Michigan - Ann Arbor

- The study draws from the Collective Effort Model, theorized by Karau and Williams.
- The collective effort model is a theory to explain why people often work harder individually than in groups. It states that people work hard when they think their effort will help them achieve outcomes that they value
- If members feel that their contributions are redundant or unhelpful, then their contribution is unlikely to influence the group’s outcome

Three main hypotheses:
- Hypothesis 1: MovieLens users will rate more movies when the uniqueness of their contributions is made salient
- Hypothesis 2a: MovieLens users will rate more movies when the personal benefit they receive from doing so is made salient
- Hypothesis 2b: MovieLens users will rate move movies when the benefit they provide to the community is made salient
- Hypothesis 3: MovieLens users will rate more movies when the perception of both unique contribution and benefits to the community are made salient than when only unique contributions or benefits are made salient

Study 1: Motivating Contributions Through Framing Uniqueness and Benefit

https://presnick.people.si.umich.edu/papers/cscw04/cscw2004preprint.pdf

Using Social Psychology to Motivate Contributions
to Online Communities (Gerard Beenen et al.)

- Overview
- Subjects
- Uniqueness
- Benefit
- Measuring contribution

Study 1 Methods

Study 1 Data Analysis and Results

- Emails can motivate people in an online community simply by reminding subscribers of an opportunity to contribute
- The content of the emails made a difference. Making members feel unique encouraged them to contribute more in general and especially to contribute to the areas where they were unique
- Reminding participants of the benefits that either they or others receive from contributions decreased the number of ratings they made compared to participants who received no reminders of benefit
- Telling participants simultaneously about both benefits that they and others receive led to more effort than telling them about either one alone
- Possible the emails they sent out did not sufficiently convey the types of benefit they were attempting to make salient
- Possible that strong opinions could not be swayed by short explanations in emails

Study 1 Discussion

The collective effort model identifies conditions under which people will socially loaf less:
- Believing that their effort is important to the group's performance
- Believing that their contributions to the group are identifiable
- Liking the group they are working with

Learn Before

Related

Learn After