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Framing Reward is as Important as Reward Itself

my notes ( ? )

Instead of asking, “What rewards should we give away?” ask “How should we give away a reward?” ... how the reward is framed, and the steps customers must take ...
the endowed progress effect: We’re more committed to completing a goal when we have made some progress... LinkedIn, where I can gauge my “profile strength,” is similar. My profile is nearly finished — but not quite... informs me that six people have viewed my profile in the past 15 days adding ... social pressure. ... “Your rank for profile views improved by 11 percent in the past 15 days.” With the feeling of progress, I’m more likely to click ...
Candy Crush Saga... If a user does not complete a level ... offers bonus items ... However... Users must pay real money ... It’s unlikely players would agree to pay at the beginning of a level. However, after spending time and energy, it’s a different story....
convert the users’ investment of time into money. ... Variable rewards ... keep us coming back for more, but don’t lead to investment unless the product is designed to get the user to, “put something of value into the service.” ... Smart framing can convince users to invest further... Instead of trying to persuade customers to invest in a product or service, why not show them they’ve already invested?

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See also: Online Architecture , Communications Tactics , Psychology

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