We often find ourselves to be more motivated by rewards of unknown magnitudes than by known rewards because the uncertainty makes it feel like a game. However, this effect only occurs when we focus on the journey towards the reward and not when we focus on actually winning the reward. #behavior ##### Related studies: 1. Fishbach, A., Hsee, C., and Shen, L. (2014). Uncertainty Increases Motivation. _Advances in Consumer Research_. 42, 681-682. 2. Shen, L., Fishbach, A., & Hsee, C. K. (2015). The motivating-uncertainty effect: uncertainty increases resource investment in the process of reward pursuit. _Journal of Consumer Research_, _41_(5), 1301–1315. **[https://doi.org/10.1086/679418](https://doi.org/10.1086/679418)** 6. Motivating Uncertainty Effect Definition. _Convertize_. **[https://tactics.convertize.com/definitions/motivating-uncertainty-effect](https://tactics.convertize.com/definitions/motivating-uncertainty-effect)** 7. Operant Conditioning. _Boundless Psychology_. **[https://courses.lumenlearning.com/boundless-psychology/chapter/operant-conditioning/](https://courses.lumenlearning.com/boundless-psychology/chapter/operant-conditioning/)** ##### Examples: - [[Lucky Loyalty Effect]]