Brain Blink: Motivation vs. money

Professors Dan Ariely and James Heyman conducted a simple experiment to determine the difference between financial motivation and human motivation.

They set-up a computer with a re-appearing circle on the left side of the screen and a square on the right side. The professors asked three different groups of people to drag as many of the reoccurring circles on the left side of the screen into the square on the right; all in just five minutes. One group was paid fifty cents, another group received $5, and a third group was asked to do it “as a favor.” On average, the 50-cent group dragged 101 circles and the $5 group dragged 159 circles. But the favor group dragged 168 circles. The point, says experts, is that the group who was doing the task as a favor was saying something about themselves, i.e. " I am the kind of person that helps others." That internal dialogue about themselves is more motivating than money. (Click for a full copy of the article)

Flickr photo courtesy of blprnt_van

Before developing that next consumer campaign or program, find out what the key motivators are for the audience you are targeting. What internal dialogue is most likely to get them to do what you want them to do? Is it working with a specific charity? Getting involved with a local community cause? Is it something they can do that will help their children or someone they know? Find the inner motivation of your audience and they’ll work harder for you… and for free.

Brain Blinks are bite-sized, but always bold, insights, ideas and new perspectives into the creative process that for years were enjoyed only within Cohn & Wolfe, but have now been made public for the world to see and draw inspiration from. They are our contribution to the people, places and things that continue to inspire us every day.