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Incentives for learning: How free offers help or hinder motivation

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  • Lee, Yih Hwai
  • Yeung, Catherine

Abstract

This research examines how incentives for learning can be designed to promote lasting learning motivation. The authors examined this research question in the context of continuing education, in which adult learners were given the opportunity to take educational courses for free. The authors contrasted two approaches commonly used when offering free courses—a tuition waiver versus a tuition refund. Although both arrangements were priced at zero, refunds outperformed waivers in promoting long-term learning, due to the monetary cost incurred in the former instance (even if it was refundable).

Suggested Citation

  • Lee, Yih Hwai & Yeung, Catherine, 2022. "Incentives for learning: How free offers help or hinder motivation," International Journal of Research in Marketing, Elsevier, vol. 39(2), pages 380-395.
    • Handle: RePEc:eee:ijrema:v:39:y:2022:i:2:p:380-395
    DOI: 10.1016/j.ijresmar.2021.08.001
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