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Motivating User-Generated Content with Performance Feedback: Evidence from Randomized Field Experiments

Management Science, forthcoming

49 Pages Posted: 25 May 2017 Last revised: 2 Sep 2017

Ni (Nina) Huang

Arizona State University (ASU) - W.P. Carey School of Business

Gordon Burtch

University of Minnesota - Twin Cities - Carlson School of Management

Bin Gu

Arizona State University (ASU) - Department of Information Systems

Yili Hong

Arizona State University (ASU) - W.P. Carey School of Business

Chen Liang

Arizona State University (ASU), W.P. Carey School of Business, Department of Information Systems, Students

Kanliang Wang

School of Management, Xi'an Jiaotong University

Dongpu Fu

Capital University of Economics and Business

Bo Yang

Renmin University of China

Date Written: May 21, 2017

Abstract

We design a series of online performance feedback interventions that aim to motivate the production of user-generated content (UGC). Drawing on social value orientation (SVO) theory, we develop a novel set of alternative feedback message framings, aligned with cooperation (i.e., your content benefited others), individualism (i.e., your content was of high quality) and competition (i.e., your content was better than others). We hypothesize how gender (a proxy for SVO) moderates response to each framing, and we report on two randomized experiments, one in partnership with a mobile-app based recipe crowdsourcing platform, and a follow-up experiment on Amazon Mechanical Turk involving an ideation task. We find evidence that cooperatively framed feedback is most effective for motivating female subjects, whereas competitively framed feedback is most effective at motivating male subjects. Our work contributes to the literatures on performance feedback and UGC production by introducing cooperative performance feedback as a theoretically motivated, novel intervention that speaks directly to users’ altruistic intent in a variety of task settings. Our work also contributes to the message framing literature in considering competition as a novel addition to the altruism-egoism dichotomy oft explored in public good settings.

Keywords: user generated content; randomized field experiment; gender; performance feedback; social value orientation theory

Suggested Citation

Huang, Ni (Nina) and Burtch, Gordon and Gu, Bin and Hong, Yili and Liang, Chen and Wang, Kanliang and Fu, Dongpu and Yang, Bo, Motivating User-Generated Content with Performance Feedback: Evidence from Randomized Field Experiments (May 21, 2017). Management Science, forthcoming. Available at SSRN: https://ssrn.com/abstract=2971783 or http://dx.doi.org/10.2139/ssrn.2971783

Ni Huang

Arizona State University (ASU) - W.P. Carey School of Business ( email )

Tempe, AZ 85287-3706
United States

Gordon Burtch

University of Minnesota - Twin Cities - Carlson School of Management ( email )

19th Avenue South
Minneapolis, MN 55455
United States

Bin Gu

Arizona State University (ASU) - Department of Information Systems ( email )

Tempe, AZ
United States

Yili Hong (Contact Author)

Arizona State University (ASU) - W.P. Carey School of Business ( email )

Tempe, AZ 85287-3706
United States

HOME PAGE: http://my.wpcarey.asu.edu/directory/people/profile.cfm?person=2255148

Chen Liang

Arizona State University (ASU), W.P. Carey School of Business, Department of Information Systems, Students ( email )

Tempe, AZ
United States

Kanliang Wang

School of Management, Xi'an Jiaotong University ( email )

28,Xianning West Road
Xi'an, Shaanxi 710049
China

Dongpu Fu

Capital University of Economics and Business ( email )

Beijing
China

Bo Yang

Renmin University of China ( email )

Room B906
Xianjin Building
Beijing, Beijing 100872
China

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