The idea that one will receive a positive outcome as a result of a certain action. It gives someone a reason to participate or take part in something because they will receive something in return.

Personal Benefit

Kimberly Ling, Gerard Beenen, Pamela Ludford, Xiaoqing Wang, Klarissa Chang, Xin Li, Dan Cosley, Dan Frankowski, Loren Terveen, Al Mamunur Rashid, Paul Resnick, Robert Kraut

This reference discusses the role of social psychology in combatting under contribution in online communities. Four different experiments were conducted to understand what would motivate a user to contribute to the online community. 

University of California, Berkeley

Online communities can request specific contributions from their community members

Requesting contributions from community members

Users will have trouble knowing what needs to be done in a community, if the community never tells them. This is why platforms often adopt systems to show their contributors what is needed. It increases  the chance the community will provide them (DC1 CH2)

Providing users with a list of what needs to be done

- Social desirability of requester

- Simplicity of request

- Status of requester

- Does the member like the requester (favorability)

- Social proofing

- Member interests

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