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Change Behavior, Motivation Will Follow(?): Acquired Taste and Incentives

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  • Gretchen Chapman
  • Uri Gneezy

Abstract

Whereas it is well established that changing motivation can affect behavior, we pose the opposite question: can changing behavior alter motivation? We examine three phenomena that provide an affirmative answer. Preference discovery occurs when a new behavior (e.g., trying sushi) reveals a previously hidden preference. Acquired tastes are new preferences that develop with repeated behavior (e.g., drinking coffee), often requiring individuals to overcome initial aversions. Habit formation entails a behavior that is initially incentivized but then maintained after the incentive is removed (e.g., maintaining a gym habit). In each case, incentives can catalyze the new motivation.

Suggested Citation

  • Gretchen Chapman & Uri Gneezy, 2024. "Change Behavior, Motivation Will Follow(?): Acquired Taste and Incentives," AEA Papers and Proceedings, American Economic Association, vol. 114, pages 660-665, May.
    • Handle: RePEc:aea:apandp:v:114:y:2024:p:660-65
    DOI: 10.1257/pandp.20241088
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    JEL classification:

    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making

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