TY - JOUR
T1 - Motivating the Motivationally Diverse Crowd
T2 - Social Value Orientation and Reward Structure in Crowd Idea Generation
AU - Yan, Bei
AU - Hollingshead, Andrea B.
N1 - Publisher Copyright:
© 2022 The Author(s). Published with license by Taylor & Francis Group, LLC.
PY - 2022
Y1 - 2022
N2 - Some people contribute ideas for prosocial reasons in crowdsourcing; others do so for selfish reasons. Extending the theory of motivated information processing, the research posits that prosocial and proself individuals respond differently to reward structures in crowd idea generation. Two online experiments measured participants’ prosocial versus proself orientation and manipulated whether participants received a competitive or cooperative reward structure. Study 2 also manipulated whether participants viewed an original or a common peer idea. Proselfs produced more ideas when receiving competitive rewards; the idea generation of prosocials was not affected by the reward structure. This interaction effect was mediated by task effort and moderated the impact of peer ideas. Proselfs generated the most ideas when viewing an original peer idea and receiving competitive rewards; this effect was not observed for prosocials. The study contributes to crowdsourcing research by demonstrating that participants’ response to reward structures depends on their social value orientation. The implication is that crowdsourcing organizers should design tasks and rewards so they motivate participants with both prosocial and proself orientations.
AB - Some people contribute ideas for prosocial reasons in crowdsourcing; others do so for selfish reasons. Extending the theory of motivated information processing, the research posits that prosocial and proself individuals respond differently to reward structures in crowd idea generation. Two online experiments measured participants’ prosocial versus proself orientation and manipulated whether participants received a competitive or cooperative reward structure. Study 2 also manipulated whether participants viewed an original or a common peer idea. Proselfs produced more ideas when receiving competitive rewards; the idea generation of prosocials was not affected by the reward structure. This interaction effect was mediated by task effort and moderated the impact of peer ideas. Proselfs generated the most ideas when viewing an original peer idea and receiving competitive rewards; this effect was not observed for prosocials. The study contributes to crowdsourcing research by demonstrating that participants’ response to reward structures depends on their social value orientation. The implication is that crowdsourcing organizers should design tasks and rewards so they motivate participants with both prosocial and proself orientations.
KW - Social value orientation
KW - crowdsourcing
KW - crowdsourcing motivation
KW - idea generation
KW - motivated information processing
KW - prosocial motivation
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U2 - 10.1080/07421222.2022.2127451
DO - 10.1080/07421222.2022.2127451
M3 - Article
AN - SCOPUS:85146937801
SN - 0742-1222
VL - 39
SP - 1064
EP - 1088
JO - Journal of Management Information Systems
JF - Journal of Management Information Systems
IS - 4
ER -