Of the first group, 52 percent of the women decided to go ahead and donate blood. They were altruistic citizens apparently, willing to do a good deed for their fellow Swedes even in the absence of compensation. And the second group? Motivation 2.0 would suggest that this group might be a bit more motivated to donate. They’d shown up, which indicated intrinsic motivation. Getting a few kronor on top might give that impulse a boost. But—as you might have guessed by now—that’s not what happened. In this group, only 30 percent of the women decided to give blood. Instead of increasing the number of
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