Do people think they should be rewarded for their effort, or for what they’ve achieved?
That’s what researchers from Yale University wanted to know.
In a series of experiments, participants completed straightforward tasks, like transcribing an audio clip.
For some, the audio was clear (an easy task). For others, it was muffled (a hard one).
After finishing, participants were offered a bonus.
Some were told to take what’s “financially best for you.”
Others were told to take what they “deserve.”
That framing made all the difference.
When people were asked to take what they deserved, they consistently took less money.
And the harder the task, the less they took.
What’s going on?
Conventional wisdom says people feel entitled to rewards based on how much effort they’ve put in.
But this research suggests otherwise. When deciding for themselves, people felt most deserving based on outcomes, not effort.
But before you race out and redesign your remuneration system, two thoughts.
1. This study looked at people paying themselves. It might look very different if someone else – say, a boss – gets to decide.
2. The relationship between reward and effort is particularly interesting in the era of AI. While AI reduces effort, people still value the appearance of effort.
Consulting firm Deloitte learned this recently when it had to refund part of a $440,000 fee to the Australian government for using AI-generated (and error-filled) content in a report.
Rationally, we might believe outcomes matter more than effort. Emotionally, it doesn’t feel that way.
Ref: C. Cusimano, J. Kim, & J. Wong, Achievement (not effort) makes people feel entitled to rewards, Proc. Natl. Acad. Sci. U.S.A. 122 (19) e2409131122, https://doi.org/10.1073/pnas.2409131122 (2025).
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