What Factors Affect the Valuation of Reward Objects?

In this study, we investigate several different factors to determine which ones affect the value received from rewarding performance with non-monetary objects. Prior research has shown that attributions of competence are needed to increase the value of such objects. We extend the literature by investigating several additional factors, and determine whether they add value to the benefits received from the reward object. In particular, we investigate whether the increase in arousal (feelings of excitement and added interest) intensify the benefit of the reward object. We do this by experimentally manipulating the environment between a high arousal presentation of the reward object and a low to medium arousal presentation. We also include attributions of skill (whether the task to achieve the reward object was one of luck or skill) and gender as potential moderating factors. We find that arousal, competence and gender are important factors, whereas attributions of skill is not significant.