Change Behavior, Motivation Will Follow(?): Acquired Taste and Incentives

Abstract

Whereas it is well established that changing motivation can affect behavior, we pose the opposite question: can changing behavior alter motivation? We examine three phenomena that provide an affirmative answer. Preference discovery occurs when a new behavior (e.g., trying sushi) reveals a previously hidden preference. Acquired tastes are new preferences that develop with repeated behavior (e.g. drinking coffee), often requiring individuals to overcome initial aversions. Habit formation entails a behavior that is initially incentivized but then maintained after the incentive is removed (e.g., maintaining a gym habit). In each case, incentives can catalyze the new motivation.