Management Science · 2025 · Rachel Gershon、Cynthia Cryder、Katherine L. Milkman
中文摘要
在追求目标时,我们通常需要在单打独斗与结伴合作之间做出选择。在一项实地实验(n = 774)中,我们检验了奖励个人目标追求与结伴目标追求的收益。在标准奖励条件下,我们通过实验手段向健身房会员提供个人现金奖励:在为期四周的时间里,会员每天到访健身房即可获得该奖励。结伴奖励条件下的参与者同样可以获得这一奖励,但前提是克服一项额外的操作性障碍:他们必须与朋友一同到访健身房。尽管这一额外要求使结伴奖励条件下的参与者更难获得同等激励,但带有这一额外障碍的参与者到访健身房的频率比获得标准奖励的参与者高出约35%。一项后续调查表明,结伴奖励提供了能够改变行为的非货币激励,包括责任感和乐趣的增强。我们的发现说明了将期望行为社交化以促进坚持执行的优势。
Abstract
When pursuing goals, we commonly choose between going it alone versus teaming up together. In a field experiment (n = 774), we tested the benefits of rewarding individual versus tandem goal pursuit. In a standard-reward condition, we experimentally offered gym members an individual cash reward each day they visited the gym for four weeks. Participants in a tandem-reward condition could earn the same reward but only if they surmounted an extra logistical hurdle: they had to visit the gym with a friend. Although this additional requirement made it more difficult for participants in the tandem-reward condition to earn equivalent incentives, participants with this extra hurdle visited the gym about 35% more frequently than those earning a standard reward. A follow-up survey suggests that tandem rewards provide nonmonetary incentives that change behavior, including increased accountability and enjoyment. Our findings illustrate the advantages of making desired behaviors social to promote follow-through.