The Influence of Reward on the Social Valence of Interactions

Abstract: Throughout the years, social norms have been promoted as an informal enforcement mechanism for achieving beneficial collective outcomes. Among the most used methods to foster interactions, framing the context of a situation or setting in-game rules have shown strong results as mediators on how an individual interacts with their peers. Nevertheless, we found that there is a lack of research regarding the use of incentives such as scores to promote social interactions differing in valence. Weighing how incentives influence in-game behavior, we propose the use of rewards to promote interactions varying in valence, i.e. positive or negative, in a two-player scenario. To do so, we defined social valence as a continuous scale with two poles represented by Complicate and Help. Then, we performed user tests where participants where asked to play a game with two reward-based systems to test on whether the scoring system influenced the social interaction valence. The results indicate that the developed reward-based systems were able to foster interactions diverging in social valence scores, providing insights on how factors such as incentives overlap individual's established social norms. These findings empower game developers and designers with a low-cost and effective policy tool that is able to promote in-game behavior changes.