The big picture
Self-Determination Theory
People keep going on their own when they feel autonomy, competence, and relatedness.
Well supportedSeveral studies or meta-analyses point the same way.
Example
Cleaning because you were told to is a chore. Rearranging a room you chose to redo can absorb a whole afternoon.
Why it works
Activities that satisfy autonomy, competence, and relatedness continue without external rewards: intrinsic motivation. The appeal of games has been explained the same way, through choice, mastery, and other players.
On the web
Let people choose instead of pushing one option (autonomy). Return small wins right away (competence). Show other users and peers (relatedness). Together they give people a reason to keep using the product after sign-up.
When it backfires
Mandatory badges and quotas undermine autonomy. Once people feel controlled, their own reasons to continue weaken.
Sources
Summarizes how autonomy, competence, and relatedness support intrinsic motivation and well-being.
Ryan, R. M., & Deci, E. L. (2000). Self-determination theory and the facilitation of intrinsic motivation, social development, and well-being. American Psychologist, 55(1), 68-78. Open source
Players who felt more autonomy and competence enjoyed games more and wanted to keep playing.
Ryan, R. M., Rigby, C. S., & Przybylski, A. (2006). The motivational pull of video games: A self-determination theory approach. Motivation and Emotion, 30, 344-360. Open source
Connect with the classics
These links are editorial readings, not research findings. Check the original meaning on each classics page.
知之者不如好之者，好之者不如樂之者。Knowing it is not as good as loving it, and loving it not as good as delighting in it. Ranking enjoyment highest mirrors intrinsic motivation.
The Analects Yong Ye: development suited to the person →