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What Lies Beneath: The Foundations of Motivation in the Age of Social Media, Sep 19

In this talk, I’ll focus on the deep motivations that drive so many to create, interact, and collaborate on Facebook, StackExchange, Wikipedia, Twitter, and countless other sites. As social media have become the Internet’s driving force, questions about motivation and incentives have come to the forefront. Motivation, however, is hard to talk about and harder to measure. In this talk I discuss some of the problems with current models of motivation that are enshrined in trends like ‘gamification.’ However, I’ll argue that focusing on underlying social psychological motivations presents important opportunities for research and design, and finish by discussing how I am bringing this perspective to Facebook.

Judd Antin is a social psychologist and User Experience Researcher at Facebook. Judd’s areas of expertise include incentives and motivation for online collaboration, “gamification” and game mechanics, online communities, collective action and social dilemmas, as well as trust, reliability, and credibility. Judd received his PhD from the UC Berkeley School of Information in 2010. In 2011, Judd was named one of MIT Technology Review’s Top 35 Innovators Under 35.


All talks may be viewed on our

The schedule for the semester can be found on the

Webviewing at UC Davis: 1003 Kemper Hall

Webviewing at UC Merced: SE1 100

Webviewing at UC Santa Cruz: SOE E2 Building, Room 506