Read this sentence carefully:
“We find no evidence for the influence of customers’ altruism, nor of customers’ desire for improving and enhancing existing firms’ products by submitting ideas”
In short, your customers don’t care about you or your mission.
Using appeals related to improving products or broader sense of purpose doesn’t work well.
What motivations do work well? There are three:
- Demonstrate personal capabilities and skills (show off/increase standing)
- Receive recognition of third parties for ideas (recognition)
- Have fun developing ideas
If you want great quality feedback, use messaging that is focused on the individual’s desire to impress others and receive recognition.
