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What is the Motivating-Uncertainty Effect?
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Introducing a degree of uncertainty to a rewards-based system can increase people’s investment in completing a task successfully.

Researchers have found that a system of variable rewards makes the experience more exciting as we are often more stimulated by the unknown, meaning we will in turn be more motivated to complete a task where the reward is unknown. Motivation comes from our concentration levels, which are stimulated and excited more by the unknown than by the certainty of an outcome.

 

Benjamin Ligier

by Benjamin Ligier

Benjamin is CRO Expert at Convertize, based in London. Passionate about design and webmarketing, he started out working in email marketing and then specialised in Conversion Rate Optimisation (CRO).