Using Local Listings to Drive Hyper-Targeted Leads

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The hypothesis was that if participants were predisposed to wanting to share information about themselves because they find it intrinsically rewarding, they should bias toward those types of questions even though answering other varieties could earn them more money. And that’s precisely what happened!

When payoff amounts were equal between gambling data america question types, participants chose to answer self-questions 69 and 66% of the time over other questions and fact questions, respectively. In fact, biasing towards self-questions resulted in an average loss of 17% of the participant’s potential earnings. In short, people were willing to sacrifice money to answer questions that involved sharing their own opinions.

Discovery questions
Source: PNAS May 22, 2012 109 (21) 8038-8043

Furthermore, using functional magnetic resonance imaging (fMRI) scanning, researchers observed the brainwave patterns of participants while being asked questions that required them to disclose their own opinions or judge the opinions of others. They found that sharing their own opinions produced significantly greater responses in the reward centers of the brain than did judging those of another person.