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Foursquare has long enticed users to check into locations by the lure of badges, but this week, another major badge announcement came from The Huffington Post. The world’s most read blog is jumping on the badgewagon by offering those active on the site the chance brag to their friends, virtual or otherwise, that they’ve been bestowed the high honor of becoming a HuffPost certified networker, superuser and/or moderator.
The overjustification effect occurs when an external incentive such as money or prizes decreases a person's intrinsic motivation to perform a task. According to self-perception theory, people pay more attention to the incentive, and less attention to the enjoyment and satisfaction that they receive from performing the activity. The overall effect is a shift in motivation to extrinsic factors and the undermining of pre-existing intrinsic motivation.
There's a psychological effect at play here called the "Overjustification effect." A classic example of this effect was two groups of students, both asked to solve puzzles. One group was paid, and the other was not. The first group was then told they would no longer be paid, but was given the option of continuing to solve puzzles for free. Member of that group then showed a marked decrease in puzzle-solving interest, below the level of interest shown by the non-paid group.
I've been thinking a lot about the ramifications of society being so connected. I'm constantly reminded about a quote by Ian Malcom in Jurassic Park, where he says the reason the dinosaurs went extinct was because they were too interconnected and Dependant on each other. Imagine what would happen today if the internet went away tomorrow.
I love the comm theory. It's nice to see other people recognize that the most effective marketing is not marketing, it's solving communication problems.
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