{"id":1444,"slug":"shen-hsee-talloen-2019-uncertainty-incentives-repetition-jcr","title":"Shen, Hsee & Talloen (2019), JCR 46(1) — uncertain incentives reinforce REPETITION decisions (lab + field stair-climbing) — but only if uncertainty resolves IMMEDIATELY and only AFTER engagement begins","kind":"reference","scope":"business","status":"current","audiences":["kevin","smb-owner","candid-team"],"topics":["behavioral-economics","interactive-tool-mechanisms","variable-reinforcement-uncertainty"],"reference_body":"**Claim:** **Shen, Hsee & Talloen (2019), \"The Fun and Function of Uncertainty: Uncertain Incentives Reinforce Repetition Decisions,\" *Journal of Consumer Research* 46(1), 69-81.** **Four real-consequence experiments (lab + field, incl. a stair-climbing task)**: people **repeat a behaviour MORE when its incentive is uncertain than certain** — but only if the uncertainty is **resolved immediately**, and only **after engagement has begun**.\n\n**Source:** Shen, Hsee & Talloen (2019), JCR.\n\n**Confidence:** Verified.\n\n**Why this matters for Candid:** Companion to [[shen-fishbach-hsee-2015-motivating-uncertainty-effect-jcr]]. The \"uncertainty resolves immediately\" requirement is the operational design rule — variable rewards that take time to resolve do not engage; they frustrate.","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"shen-fishbach-hsee-2015-motivating-uncertainty-effect-jcr","title":"Shen, Fishbach & Hsee (2015), JCR 41(5) — Motivating-Uncertainty Effect: people invest MORE effort for an uncertain reward (50% $2 / 50% $1) than for certain HIGHER-expected-value reward — but ONLY under PROCESS focus","kind":"reference","scope":"business","link_type":"depends-on"}],"incoming":[{"slug":"research-brief-engagement-mechanisms-top-up-smb-june-2026","title":"Research notes (capture-layer top-up): why interactive online tools are psychologically engaging — six additional mechanisms (June 2026)","kind":"research-notes","scope":"business","link_type":"relates-to"},{"slug":"rule-cite-shen-fishbach-hsee-not-skinner-for-benign-uncertainty","title":"R6 — When variable/uncertain feedback is appropriate, cite Shen-Fishbach-Hsee (benign motivating-uncertainty, process focus, immediate resolution) — NOT Skinner box; respect the dark-pattern caveat","kind":"rule","scope":"business","link_type":"depends-on"}]},"created_at":"2026-06-20T19:24:15.999Z","updated_at":"2026-06-20T19:24:15.999Z"}