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The trivial-task motivation effect: highlighting completion of an initial trivial task increases motivation for the main task

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  • Yangjie Gu

    (HEC Paris)

  • Elaine Chan

    (Nanyang Technological University)

  • Aradhna Krishna

    (University of Michigan)

Abstract

Respondents in online panels often lack motivation when completing research questionnaires. We propose a method to improve their motivation. In many online survey platforms, questionnaires start with a relatively trivial task (e.g., self-identification or responding to screener demographic questions). We show that bringing attention to the completion of these trivial tasks can increase participants’ motivation in the subsequent main task; without this completion cue, the completion of the trivial task tends to go unnoticed. Using different trivial tasks (e.g., providing demographic information, stapling a questionnaire) and main tasks (e.g., commenting about a situation, recalling information), four experiments demonstrate what we call the “trivial-task motivation effect”. We further show that trivial tasks need not be irritants and may be added to surveys, along with a completion cue, to boost motivation. Our research presents an easily implemented and low-cost method to increase motivation in surveys.

Suggested Citation

  • Yangjie Gu & Elaine Chan & Aradhna Krishna, 2024. "The trivial-task motivation effect: highlighting completion of an initial trivial task increases motivation for the main task," Marketing Letters, Springer, vol. 35(2), pages 219-230, June.
    • Handle: RePEc:kap:mktlet:v:35:y:2024:i:2:d:10.1007_s11002-023-09692-5
    DOI: 10.1007/s11002-023-09692-5
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    References listed on IDEAS

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    4. Ran Kivetz & Oleg Urminsky & Yuhuang Zheng, 2006. "The Goal-Gradient Hypothesis Resurrected: Purchase Acceleration, Illusionary Goal Progress, and Customer Retention," Natural Field Experiments 00658, The Field Experiments Website.
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