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Variable Reward
Definition
Variable Reward refers to the tendency for people to particularly enjoy unexpected rewards, especially when they include irregular or random rewards. It is one of the design strategies to motivate users to continue doing a certain behavior.
Explanation
Variable Reward is the principle that provides users with unexpected rewards, and this uncertainty stimulates users’ curiosity and addiction. For example, users who scroll through their social media feed sometimes expect to receive random rewards such as likes, comments, or new notifications. These irregular rewards encourage users to continue using the platform, making the user experience addictive.
Importance
Uncertain rewards are one of the most powerful ways to motivate people to repeat or maintain certain behaviors. This principle is applied in many areas, including games, apps, marketing strategies, and social media.
