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...

In hopes of motivating consumers to provide larger volumes of useful reviews, many retailers offer financial incentives. Here, we explore an alternative approach, social norms, wherein we inform people about the volume of reviews authored by peers. We test the effectiveness of using financial...

We theorize peer awards’ effects on the volume and novelty of creative user-generated content (UGC) produced at online platform communities. We then test our hypotheses via a randomized field experiment on Reddit, wherein we randomly and anonymously assigned Reddit’s Gold Award to 905...