This study addresses the issue of under-contribution in online communities by applying social psychology theories of social loafing and goal-setting. Through two field experiments within an online movie recommender community, it examines the effectiveness of reminding members about the uniqueness of their contributions and the implementation of individual or group goals. Findings show that highlighting the uniqueness of contributions and setting specific, challenging goals can increase participation. However, not all theoretical predictions were confirmed. The paper concludes with insights for leveraging social science theories in community design and discusses the implications for future designs.
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Beenen, Gerard, et al. "Using social psychology to motivate contributions to online communities." Proceedings of the 2004 ACM conference on Computer supported cooperative work. 2004.
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