CASH ISN’T ALWAYS KING
“But with cash I can buy anything I want, why not just give cash?” some might question.
While it’s true that cash can be exchanged for almost anything, cracks can start to appear in its motivational power when pitted against hedonic rewards, even when both hold equal value.
Research has shown that people tend to view cash rewards as extra income meant to be spent on practical items such as meals or bills. On the other hand, hedonic rewards offer a guilt-free opportunity to indulge in “wants”, creating a greater sense of enjoyment.
In fact, a series of studies conducted by Choi & Presslee among the general population suggest that hedonic rewards can be a stronger motivator than cash when they offer new experiences, are fun or exciting and are perceived to be distinct from regular income.
This helps enhance the emotional and psychological benefits of physical activity by linking it with positive feelings and memories. Plus, being able to choose your own preferred hedonic reward makes it more personal and motivating.
For instance, our study gave participants a wide-ranging choice of hedonic rewards each month, ranging from fine dining and relaxing spa treatments, to thrilling theme park outings and concerts.
It is also worth mentioning that hedonic rewards can be potentially more cost-effective than cash. Organisers of physical activity programmes, for example, could offer a S$50-like hedonic reward without actually having to spend that amount, by securing bulk discounts or forming partnerships with travel agencies, event organisers and entertainment providers.
While cash rewards have a place in health promotion programmes, it’s not the only effective motivator. Non-cash rewards that are personal, novel and pleasurable can be just as effective, if not more so.
In the end, whether it’s cash, a free spa treatment or fine dining experience, the ultimate goal is the same – to get people moving and staying active. And when that happens, everybody wins.
Eric Finkelstein is a health economist and professor with the Health Services and Systems Research Programme at Duke-NUS Medical School and the executive director of the Lien Centre for Palliative Care. Michelle Chow is a research assistant with Lien Centre for Palliative Care at Duke-NUS Medical School.
