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 ReviewsRGC 21 - Publication in refereed journalpeer-review

View graph of relations

Author(s)

  • Xin Jiang
  • Zhihua Ding
  • Yupeng Mou
  • Yue Liu
  • Manqiong Shen

Related Research Unit(s)

Detail(s)

Original languageEnglish
Number of pages11
Journal / PublicationResources, Conservation and Recycling
Volume212
Issue number107991
Online published31 Oct 2024
Publication statusPublished - Jan 2025

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.

Research output: Journal Publications and ReviewsRGC 21 - Publication in refereed journalpeer-review