The computer does not always do it better! The effect of computer-automated reward calculations on consumer satisfaction with digital incentives for low-carbon behavior
Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review
Author(s)
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Detail(s)
Original language | English |
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Number of pages | 11 |
Journal / Publication | Resources, Conservation and Recycling |
Volume | 212 |
Issue number | 107991 |
Online published | 31 Oct 2024 |
Publication status | Published - Jan 2025 |
Link(s)
Abstract
Digital incentive tools encourage participants by recording and rewarding their daily low-carbon behavior on digital platforms, ultimately fostering a low-carbon lifestyle. This research explores the contextual factor affecting the effectiveness of rewards in digital incentive tools, specifically the impact of computer-automated calculation design (vs. self-calculation design) on satisfaction towards rewards. Through four controlled experiments focused on green commuting with American samples and one field experiment on clothing recycling with a Chinese sample, this research finds when participants notified of rewards, the computer-automated calculation design (vs. self-calculation design) reduces their satisfaction towards rewards. That is, when participants notified of potential rewards, presented computer-calculated outcomes automatically (rather than allowed to self- calculate their own rewards) would diminish their satisfaction towards rewards. This effect is mediated by the reduced salience of reward elements rather than decreased self-involvement. Furthermore, listing reward components can alleviate this negative impact. This research enhances the literature on extrinsic rewards and low- carbon behavior by identifying the design of automated reward calculations as a novel factor undermining reward effectiveness, and recommending practitioners to enhance participants’ perception of elements constituting the rewards. © 2024 Elsevier B.V.
Research Area(s)
- Low-carbon behavior, Satisfaction towards rewards, Extrinsic rewards, Digital incentives, Salience
Citation Format(s)
The computer does not always do it better! The effect of computer-automated reward calculations on consumer satisfaction with digital incentives for low-carbon behavior. / Jiang, Xin; Ding, Zhihua; Mou, Yupeng et al.
In: Resources, Conservation and Recycling, Vol. 212, No. 107991, 01.2025.
In: Resources, Conservation and Recycling, Vol. 212, No. 107991, 01.2025.
Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review