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

Claim: Shen, Fishbach & Hsee (2015), "The Motivating-Uncertainty Effect," Journal of Consumer Research 41(5), 1301-1315 (DOI: 10.1086/679418). Four controlled experiments with real rewards, normal adults, benign tasks (drinking water, evaluating ads, bidding on chocolate).

People invested MORE effort/time/money to qualify for an uncertain reward (50% $2 / 50% $1) than for a certain reward of higher expected value — but ONLY when focused on the process of pursuit (uncertainty generates excitement/interest), not the outcome.

Study 1 (N=87): 70% completed the task under the uncertain reward vs. 43% under the certain reward (χ²(1, N=87)=6.25, p=.012).

Source: Shen, Fishbach & Hsee (2015), JCR.

Confidence: Verified.

Why this matters for Candid: THE benign citation for variable/uncertain feedback. Real-reward, controlled, peer-reviewed, normal-adult, non-gambling. The process-focus requirement is the design-critical limit — anchors 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.