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Incentive-centered design (ICD) is the science of designing a system or institution according to the alignment of individual and user incentives with the goals of the system. Using incentive-centered design, system designers can observe systematic and predictable tendencies in users in response to motivators to provide or manage incentives to induce a greater amount and more valuable participation. [1] ICD is often considered when designing a system to induce desirable behaviors from users, such as participation and cooperation. It draws from principles in various areas such as economics, psychology, sociology, design, and engineering. ICD has been gaining attention in research communities due to the role it can play in helping systems benefit their users and ultimately achieve better results. [2]
In 1996, the Nobel Prize in Economics was awarded to William Vickrey and James Mirrlees for their work in "The economic theory of incentives under asymmetric information", which was a core issue addressed by the theory of mechanism design. The theory of mechanism design was an antecedent to incentive-centered design, and on October 15, 2007, Roger Myerson, Leonid Hurwicz and Eric Maskin received the Nobel Prize in Economics from the Royal Swedish Academy of Sciences for their contributions to that theory. [3] Leonid Hurwicz was the founder of the theory of mechanism design, which is a branch in economics that deals with game theory. In mechanism design, designers try to satisfy design goals in specific sets of games by setting outcome functions and message space of the game. The idea of designing "mechanisms", or sets of institutional participation rules, in order to achieve the designer's goals for a system, is a core concept for ICD.
In 2001, the STIET program (Socio-Technical Infrastructure for Electronic Transactions) received a grant to fund for doctoral fellowships and a multidisciplinary program for the University of Michigan. The program aimed to train, research, and outreach to modern information systems through an incentive-centered design approach. The participants in the program composed of doctoral students and also faculty members of the universities. In 2004, Paul Resnick, one of the four faculty members in the STIET research group of Michigan coined the phrase "Incentive-centered Design" to describe the type of work they did. In 2007, Wayne State University joined the University of Michigan to focus the program on Incentive-centered Design, and the STIET program received a five-year renewal grant that allowed for research in incentive-centered design. [4]
From 2010 to 2015, approximately fifty British academics engaged in the ORCHID project, with one of their chief aims being to elaborate the principles of ICD (referred to as "incentive engineering").
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Information security User-generated content Reputation systems Social computing Recommender systems Online auction | |
Incentive-centered design branches from various areas and can be applied to a multitude of systems and concepts. It is closely related to user-centered design in that it takes user's wants, needs, and limitations during the design process for a product. Additionally, ICD is connected to human–computer interaction since it involves the conjunction of humans and machines and how the two can mend together well. In particular, ICD blends together the goals of the user and the goals of the system so that the user can have a pleasant and valuable experience while using the system, and the system can give the user what they need and ultimately become more aware and responsive to varying needs. ICD also borrows from the Theory of Incentives. Conflicting objectives and decentralized information are two of the main components of the Theory of Incentives. [5] ICD works to understand the objectives of the user and the system and combine and process information so that both parties obtain optimal results.
Information security is the concept of protecting information and information systems from unauthorized access and use. Incentive-centered design can assist in bringing into consideration the errors that humans can make when using a system. These errors could potentially lead to weaknesses in the system that can be taken advantage of by attackers. With ICD, a system can guide a user into providing appropriate and adequate information to prevent system weaknesses. A simple example would be the generation of passwords. By providing users tips, motivation and feedback on the passwords that they choose, systems can ensure that user accounts have a significantly decreased chance of getting attacked. [6]
User-generated content in simple terms, refers to media content that are created by users that are made publicly available on the internet. Incentives for users to contribute to user-generated content would be receiving recognition for their work, connecting with others, and self-expression. [7] Examples would include users uploading their own videos on the YouTube platform, posting reviews on a website, etc. User-generated content has three requirements. One is the publication requirement, and the second is the creative effort requirement - users must add their own original creative effort and value into their work. The final requirement is that the creation is outside of professional routines and practices - most user-generated content is non-professional and have no relation with anything institutional or commercial.
Everything has a reputation - goods, services, companies, service providers, etc., and by basing on the collection of opinions of other entities on those things, the reputation system uses an algorithm to generate reputation scores for those things. Reputation systems are similar to recommendation systems - purchasing decisions of goods and services are influenced by the reputation scores of those goods and services, and goods with high reputation scores will attract more buyers. Examples would include Amazon and eBay, where customers who purchase the item are able to rate and review the quality of the product. The cumulative ratings would be displayed for the product, indicating its quality and popularity. A relation to incentive-centered design would be that if sellers on eBay have a high reputation, then other users would be inclined to buy from them or if the item itself has high ratings, users will be more likely to go for that item. [8]
Social computing concerns the intertwining of computational systems and social behavior. Social computing entails a high level of community formation, user content creation, and collective action. Peer-to-peer networks, open source communities, and wikis are all examples of forms of social computing. [9] In such areas, incentives are provided in the form of respect and recognition for users who provide high quality content and contributions. As a result of these contributions, the system overall becomes of higher quality.
Recommender systems attempt to predict the 'rating' or 'preference' a user would have of a particular item based on either attributes of the item or attributes of the social network related to the user. These recommendation systems can be seen in places such as social networks suggesting new friends, shopping sites recommending related clothing, etc. The Netflix Recommender System is designed to incentivize participation from the user, aligning the systems interests with the users interests. The users want to find content they are interested in, and Netflix wants to be able to provide better recommendations to their users. The star system that Netflix provides allows for the both parties to benefit.
An online auction is essentially an auction on the internet. Different formats range from descending auctions to sealed-bid auctions. A huge variety of goods and services can be sold in online auctions, and there are hundreds of different websites that are all for online auctions. A well-known example would be eBay, where users on the site can sell their own personal items for others to buy. In relation to incentive-centered design, sites such as eBay allow users to rate the product the purchased. Sellers and goods that have large numbers of high ratings will attract more buyers compared with unreliable sellers and poor quality goods for sale in the auction.
Current research is being conducted by the University of Michigan and Wayne State University through their STIET program. The program has made significant contributions to the field of incentive-centered design, and a lot of the research involves game theory models, strategic interaction, and rational decision making. [10]
For example, on July 10, 2008, Rahul Sami and Stanko Dimitrov researched bluffing in prediction markets (In the prediction market, participants bet on the outcome of the market). Another would be in July 2009, Michael Wellman and Patrick Jordan both designed the Ad Auction game, and they both developed the strategies and trading interfaces for the game as well. In 2010, Robert Reynolds and Leonard Kinniard-Heether worked on to train a neural network controller to play the video game Super Mario through the use of the Cultural Algorithm Toolkit system (CAT 3.0). [11]
This section is about the practical/current applications of incentive-centered design. It includes examples and applications of the technique in existing products/systems.
This sports kit from Nike (Nike+iPod) comes with a receiver that attaches to your iPod or iPhone and a transmitter that is placed in the sole of the shoe. The kit is a running measurement kit – it measures the time of the user's workout, the distance run, the amount of calories burned, speed, etc. The example of user-incentive design in this system is that when users reach milestones in goal-oriented workouts or achieve personal records, there will be pre-recorded audio feedback from famous sports athletes acknowledging the achievement and also congratulating the user.
In the 2010 Ford Fusion and Mercury Milan hybrid sedans, the instrumental panels are designed so that the screen shows the cloudy sky and the grass. When drivers are driving in a fuel-efficient manner, then the green leaves that appear on the panels will multiply accordingly. This goal-oriented display could motivate the driver to motor in a more fuel-efficient manner. [12]
Inspired by games such as World of Warcraft , professors at Indiana University changed their course grading system so that it appears to be like a quest in a video game. Students will start off with 0 experience points, and class requirements such as homework, class attendance, exams, and projects are turned into "quests", "fighting monsters", "crafting", and "joining a guild". Lee Sheldon, a university course coordinator, found that student interest and performance increased after such change in the college coursework grading system. [13]
In Xbox 360 games, players can unlock Xbox achievements throughout the game. Each achievement is different and requires and challenges the user to complete a certain task. While the Xbox 360 was the first to use achievements, other platforms offer a comparable incentive system as well, including trophies on PlayStation 3 and achievements on Steam.
In economics, a public good is a good that is both non-excludable and non-rivalrous. Use by one person neither prevents access by other people, nor does it reduce availability to others. Therefore, the good can be used simultaneously by more than one person. This is in contrast to a common good, such as wild fish stocks in the ocean, which is non-excludable but rivalrous to a certain degree. If too many fish were harvested, the stocks would deplete, limiting the access of fish for others. A public good must be valuable to more than one user, otherwise, its simultaneous availability to more than one person would be economically irrelevant.
Social software, also known as social apps or social platform includes communications and interactive tools that are often based on the Internet. Communication tools typically handle capturing, storing and presenting communication, usually written but increasingly including audio and video as well. Interactive tools handle mediated interactions between a pair or group of users. They focus on establishing and maintaining a connection among users, facilitating the mechanics of conversation and talk. Social software generally refers to software that makes collaborative behaviour, the organisation and moulding of communities, self-expression, social interaction and feedback possible for individuals. Another element of the existing definition of social software is that it allows for the structured mediation of opinion between people, in a centralized or self-regulating manner. The most improved area for social software is that Web 2.0 applications can all promote co-operation between people and the creation of online communities more than ever before. The opportunities offered by social software are instant connections and opportunities to learn. An additional defining feature of social software is that apart from interaction and collaboration, it aggregates the collective behaviour of its users, allowing not only crowds to learn from an individual but individuals to learn from the crowds as well. Hence, the interactions enabled by social software can be one-to-one, one-to-many, or many-to-many.
Mechanism design, sometimes called implementation theory or institutiondesign, is a branch of economics, social choice, and game theory that deals with designing game forms to implement a given social choice function. Because it starts with the end of the game and then works backwards to find a game that implements it, it is sometimes described as reverse game theory.
Paul Robert Milgrom is an American economist. He is the Shirley and Leonard Ely Professor of Humanities and Sciences at the Stanford University School of Humanities and Sciences, a position he has held since 1987. He is a professor in the Stanford School of Engineering as well and a Senior Fellow at the Stanford Institute for Economic Research. Milgrom is an expert in game theory, specifically auction theory and pricing strategies. He is the winner of the 2020 Nobel Memorial Prize in Economic Sciences, together with Robert B. Wilson, "for improvements to auction theory and inventions of new auction formats".
Information economics or the economics of information is the branch of microeconomics that studies how information and information systems affect an economy and economic decisions.
Social computing is an area of computer science that is concerned with the intersection of social behavior and computational systems. It is based on creating or recreating social conventions and social contexts through the use of software and technology. Thus, blogs, email, instant messaging, social network services, wikis, social bookmarking and other instances of what is often called social software illustrate ideas from social computing.
User-generated content (UGC), alternatively known as user-created content (UCC), emerged from the rise of intelligent web services which allow everyday users to create content, such as images, videos, audio, text, testimonials, and software and interact with other users. Online content aggregation platforms such as social media, discussion forums and wikis by their interactive and social nature, no longer produce multimedia content but provide tools to produce, collaborate, and share a variety of content, which can affect the attitudes and behaviors of the audience in various aspects. This transforms the role of consumers from passive spectators to active participants.
A reputation system is a program or algorithm that allow users of an online community to rate each other in order to build trust through reputation. Some common uses of these systems can be found on E-commerce websites such as eBay, Amazon.com, and Etsy as well as online advice communities such as Stack Exchange. These reputation systems represent a significant trend in "decision support for Internet mediated service provisions". With the popularity of online communities for shopping, advice, and exchange of other important information, reputation systems are becoming vitally important to the online experience. The idea of reputation systems is that even if the consumer can't physically try a product or service, or see the person providing information, that they can be confident in the outcome of the exchange through trust built by recommender systems.
A double auction is a process of buying and selling goods with multiple sellers and multiple buyers. Potential buyers submit their bids and potential sellers submit their ask prices to the market institution, and then the market institution chooses some price p that clears the market: all the sellers who asked less than p sell and all buyers who bid more than p buy at this price p. Buyers and sellers that bid or ask for exactly p are also included. A common example of a double auction is stock exchange.
In game theory and economics, a mechanism is called incentive-compatible (IC) if every participant can achieve their own best outcome by reporting their true preferences. For example, there is incentive compatibility if high-risk clients are better off in identifying themselves as high-risk to insurance firms, who only sell discounted insurance to high-risk clients. Likewise, they would be worse off if they pretend to be low-risk. Low-risk clients who pretend to be high-risk would also be worse off. The concept is attributed to the Russian-born American economist Leonid Hurwicz.
Auction theory is a branch of applied economics that deals with how bidders act in auctions and researches how the features of auctions incentivise predictable outcomes. Auction theory is a tool used to inform the design of real-world auctions. Sellers use auction theory to raise higher revenues while allowing buyers to procure at a lower cost. The confluence of the price between the buyer and seller is an economic equilibrium. Auction theorists design rules for auctions to address issues that can lead to market failure. The design of these rulesets encourages optimal bidding strategies in a variety of informational settings. The 2020 Nobel Prize for Economics was awarded to Paul R. Milgrom and Robert B. Wilson "for improvements to auction theory and inventions of new auction formats."
The revelation principle is a fundamental result in mechanism design, social choice theory, and game theory which shows it is always possible to design a strategy-resistant implementation of a social decision-making mechanism. It can be seen as a kind of mirror image to Gibbard's theorem. The revelation principle says that if a social choice function can be implemented with some non-honest mechanism—one where players have an incentive to lie—the same function can be implemented by an incentive-compatible (honesty-promoting) mechanism with the same equilibrium outcome (payoffs).
Implementation theory is an area of research in game theory concerned with whether a class of mechanisms can be designed whose equilibrium outcomes implement a given set of normative goals or welfare criteria.
An incentive program is a formal scheme used to promote or encourage specific actions or behavior by a specific group of people during a defined period of time. Incentive programs are particularly used in business management to motivate employees and in sales to attract and retain customers. Scientific literature also refers to this concept as pay for performance.
Algorithmic game theory (AGT) is an area in the intersection of game theory and computer science, with the objective of understanding and design of algorithms in strategic environments.
Online participation is used to describe the interaction between users and online communities on the web. Online communities often involve members to provide content to the website or contribute in some way. Examples of such include wikis, blogs, online multiplayer games, and other types of social platforms. Online participation is currently a heavily researched field. It provides insight into fields such as web design, online marketing, crowdsourcing, and many areas of psychology. Some subcategories that fall under online participation are: commitment to online communities, coordination and interaction, and member recruitment.
A reverse auction is a type of auction in which the traditional roles of buyer and seller are reversed. Thus, there is one buyer and many potential sellers. In an ordinary auction also known as a forward auction, buyers compete to obtain goods or services by offering increasingly higher prices. In contrast, in a reverse auction, the sellers compete to obtain business from the buyer and prices will typically decrease as the sellers underbid each other.
Crowdsourcing software development or software crowdsourcing is an emerging area of software engineering. It is an open call for participation in any task of software development, including documentation, design, coding and testing. These tasks are normally conducted by either members of a software enterprise or people contracted by the enterprise. But in software crowdsourcing, all the tasks can be assigned to or are addressed by members of the general public. Individuals and teams may also participate in crowdsourcing contests.
The economics of digitization is the field of economics that studies how digitization, digitalisation and digital transformation affects markets and how digital data can be used to study economics. Digitization is the process by which technology lowers the costs of storing, sharing, and analyzing data. This has changed how consumers behave, how industrial activity is organized, and how governments operate. The economics of digitization exists as a distinct field of economics for three reasons: it studies a world that is digital, exponential and combinatorial. First, new economic models are needed because digital goods have very low or even zero marginal costs unlike most traditional goods, thus many traditional assumptions no longer hold in a digitized world. Second, the rate of improvement of computers, networks and other engines of digitization, is exponential, as reflected by Moore's Law. Third, digital goods can easily be combined and recombined, increasing their value not only via networks and platforms, but also novel combinations. Each of these effects is important individually, but together they have synergies and constitute a distinct economic landscape.
A sequential auction is an auction in which several items are sold, one after the other, to the same group of potential buyers. In a sequential first-price auction (SAFP), each individual item is sold using a first price auction, while in a sequential second-price auction (SASP), each individual item is sold using a second price auction.