Date post: | 17-Feb-2017 |
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A Market in Your Social Network: The Effects of Extrinsic Rewards on Friendsourcing and Relationships
Haiyi Zhu [email protected]
Sauvik Das [email protected]
Yiqun Cao [email protected]
Shuang Yu [email protected]
Aniket Kittur [email protected]
Robert Kraut [email protected]
#friendsourcing
I source you!
Seeking answers to tough questions
Asking for opinions
Enlisting collaborators
#trendingFriendsourcing is useful and free.
No surprise, then, that friendsourcing and tools to support friendsourcing are on the rise.
Over 50% of SNS users asked friends questions online.- Morris, Teevan, Panovic, 2010
Friendsourcing has been used to create social systems.e.g., Bernstein et al. 2010, Brady et al. 2013
But #couldbebetterFriendsourcing requests often fall on deaf ears.- Paul, Hong and Chi, 2011
Perceived social capital costs can be prohibitively high.- Rzeszotarski and Morris, 2014
How can we increase response rates to friendsourcing requests?
Money, Cash, SkrillaCurrently, friendsourcing responses are largely altruistic. But what if they weren’t?
Research QuestionsDoes adding extrinsic rewards affect response rates to friendsourcing requests?
Does adding extrinsic rewards change a requester’s perceived relationship strength with friends who respond versus those who do not?
Does the size and nature of the reward affect response rates and perceived relationship strength?
Methodology
1 2
4
3
Mobilyzr: A platform to create and attach extrinsic rewards to friendsourcing requests.
Reward ConditionsSmall ($1) Large ($5)
Monetary
Non-monetary
Control
RequestsTwo types of tasks: survey and document revision.
Each participant posted two requests. First was preset Second was self-defined and posted three days afterwards.
Participants shared each task on Facebook with a short pitch.
Also tagged six different friends on each task.
Pre/post lab sessionsTwo lab sessions: the first before participants posted their first request, and the second a week later.
First session: Logistics, relationship strength scale questionnaire for each friend they would tag.
Second session: Relationship strength scale questionnaire for each friend they had tagged. Exit interview.
MeasuresResponses: Responses from tagged and untagged friends. Integer value from 0.
Relationship strength: Pre/post change in relationship strength. Range: -100 to 100.
Interview and comment thread data to better understand rationales for response rates and relationship strength ratings.
Hypotheses
Control Monetary Non-monetary
Small reward Large reward
H1: Market Response
Control Monetary Non-monetary
H2: Crowd-out Response
Hypotheses > Response Rate
Control Monetary Non-monetary
Small reward Large reward
H1: Market Response
Control Monetary Non-monetary
H2: Crowd-out Response
Hypotheses > Response Rate
Control Monetary Non-monetary
Small reward Large reward
H1: Market Response
Control Monetary Non-monetary
H2: Crowd-out Response
Hypotheses > Response Rate
Control Monetary Non-monetary
Small reward Large reward
H1: Market Response
Control Monetary Non-monetary
H2: Crowd-out Response
Hypotheses > Response Rate
Control Monetary Non-monetary
Small reward Large reward
H3: Hostile Economy
Control Monetary Non-monetary
H4: Fair Pay
Hypotheses > Relationship Strength
Control Monetary Non-monetary
Small reward Large reward
H3: Hostile Economy
Control Monetary Non-monetary
H4: Fair Pay
Hypotheses > Relationship Strength
Control Monetary Non-monetary
Small reward Large reward
H3: Hostile Economy
Control Monetary Non-monetary
H4: Fair Pay
Hypotheses > Relationship Strength
Control Monetary Non-monetary
Small reward Large reward
H3: Hostile Economy
Control Monetary Non-monetary
H4: Fair Pay
Hypotheses > Relationship Strength
SummaryH1 Market model: Extrinsic rewards will provide more incentive and, thus, increase responses. Should also reduce social capital costs.
vs.
H2 Crowd-out model: Extrinsic rewards might undermine the natural social motives to assist friends and, thus, decrease responses.
H3 Hostile economy model: Extrinsic rewards are harmful to social relationships by introducing market-forces into the relationship.
vs.
H4 Fair pay model: Extrinsic rewards can strengthen social relationships by enhancing fairness.
Response Rate
Relationship Strength
Results
Descriptive Stats60 participants posted 105 friendsourcing requests and solicited 630 friends to respond to their requests.
Small ($1) Large ($5) Total
Monetary 17 23 40
Non-monetary 11 19 30
Control 35 35
105
Response Rate of Tagged FriendsRe
spon
se R
ate
0
15
30
45
60
Control Monetary Non-monetary
Small Large
11 111
Response Rate of Tagged FriendsRe
spon
se R
ate
0
15
30
45
60
Control Monetary Non-monetary
Small Large
11 11
30
Response Rate of Tagged FriendsRe
spon
se R
ate
0
15
30
45
60
Control Monetary Non-monetary
Small Large
11
37
3130
Response Rate of Tagged FriendsRe
spon
se R
ate
0
15
30
45
60
Control Monetary Non-monetary
Small Large
5147
37
3130
For you, not for the candyLarge rewards attracted more responses, but responders wanted requesters to attribute their response to the relationship, not the reward.
Direct attribution: “I’m doing this just for you!”
Indirect attribution: “Seriously? 1 dollar can hardly compensate my apartment rent for the revision work. just treat me well”
Rewards on ResponsePartial support for two market model hypothesis (H1):
•small rewards yield no greater response
• large rewards yield significantly greater response
•same pattern for both monetary and non-monetary
Summary: People attracted by larger rewards but attribute their response to their relationship with a requester, not the presence of the reward.
Change in Relationship Strength between Requesters and Tagged Friends
-6
-4.5
-3
-1.5
0
1.5
3
4.5
6
Control Monetary Non-monetary
Small Large
Change in Relationship Strength between Requesters and Tagged Friends
-6
-4.5
-3
-1.5
0
1.5
3
4.5
6
Control Monetary Non-monetary
Small Large
Change in Relationship Strength between Requesters and Tagged Friends
-6
-4.5
-3
-1.5
0
1.5
3
4.5
6
Control Monetary Non-monetary
Small Large
Change in Relationship Strength between Requesters and Tagged Friends
Chan
ge in
Rel
atio
nshi
p St
reng
th
-8
-6
-4
-2
0
2
4
Response No Response
Change in Relationship Strength between Requesters and Tagged Friends
Chan
ge in
Rel
atio
nshi
p St
reng
th
-8
-6
-4
-2
0
2
4
Response No Response
Reward
Change in Relationship Strength between Requesters and Tagged Friends
Chan
ge in
Rel
atio
nshi
p St
reng
th
-8
-6
-4
-2
0
2
4
Response No Response
Control Reward
Change in Relationship Strength between Requesters and Tagged Friends
Chan
ge in
Rel
atio
nshi
p St
reng
th
-8
-6
-4
-2
0
2
4
Response No Response
Control Reward
p=0.4
p<0.01
Externalizing non-responseExtrinsic rewards preserves perceived relationship strength by providing requester with an external factor on which to attribute non-response.
I was surprised that there is no replies. Because I thought they might feel a little bit better about me. Those people they kinda of let me down by not sending me a reply. I got nothing. I am hurt by it…
Control condition
“None of them seriously want the candies. They probably just (think) this is dumb.”
“They like the big dollars. They don’t play around with the little dollar”
Reward conditions
Rewards on RelationshipsSupport for fair pay hypothesis (H4):
•presence of rewards increases perceived relationship strength in presence of response.
•presence of rewards resists lowering perceived relationship strength in absence of response.
Summary: Extrinsic rewards have a beneficial and/or protective effect on perceived relationship strength.
Conclusion
OverviewFriendsourcing is powerful and increasingly utilized, but often requests go unanswered.
Introducing extrinsic rewards could help, but could hurt relationship strength between requesters and friends, in turn.
To that end, we tested the effects of introducing extrinsic rewards to friendsourcing requests on: response rates and perceived relationship strength.
Control Monetary Non-monetary
Small reward Large reward
Response Rates
Control Monetary Non-monetary
Relationship Strength
A Market in Your Social Network: The Effects of Extrinsic Rewards on Friendsourcing and Relationships
Sauvik Das [email protected]
@scyrusk
Presenter:
Haiyi Zhu, Sauvik Das, Yiqun Cao, Shuang Yu, Aniket Kittur and Robert Kraut
Takeaways: 1. Extrinsic rewards, if large enough, can motivate
more response to friendsourcing requests.
2. Extrinsic rewards have a beneficial or protective effect on perceived relationship strength between requesters and friends.
Limitations• Self-selected tagged friends biases potential
responders to stronger-than-average friends.
• Could not measure perceived relationship strength from the perspective of the responder.
• Only tested some kinds of requests. Effects could potentially vary across different kinds of requests.
• Better personalized pitches?