This is important, because many companies emphasize designing for Extrinsic Motivators, such as providing users a reward when they complete a task. However, many studies have shown that extrinsic motivation impairs intrinsic motivation. Why? Because once the companies stop offering the extrinsic motivator, user motivation will often plummet to a level much lower than when the extrinsic motivator was first introduced. We will examine this tendency, termed the overjustification effect, in Chapter 13. It is much better for companies to design experiences that motivate the Right Brain Core Drives,
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