Study of the Emotional Impact of Reward Programs on Participants

The Emotional Trajectory of Rewards

Participants go through an emotional arc consisting of three phases: anticipation of receiving the reward, the experience of receiving it itself, and the memories it leaves behind. The emotional significance can intensify or weaken at each stage.

The Waiting Phase

It is during the waiting phase that the emotional investment begins. Long before anything is received, participants start forming a connection with the reward, experiencing desire and motivation, and visualizing the future. Often, the anticipation itself carries as much emotional weight as the reward itself.

Several factors determine the strength of this stage:

• Progress. Visible accumulation of points, approaching milestones, or status elevation creates a sense of momentum. This applies not only to complex point systems; even an offer like 'buy nine coffees and get the tenth free' provides a feeling of goal achievement. When progress is obvious, efforts seem directed, and people engage more. Without this impulse, motivation stalls.
• Possibility. As the reward approaches attainability, imagination takes over. Participants weigh options, contemplate choices, and picture how they will use the reward. Emotionally, the reward becomes real even before its physical existence.
• Doubt. Anticipation is fragile. If receiving the reward seems too complicated, progress too slow, or the goal unattainable, participants begin to doubt the worthiness of their efforts. The quiet question always remains: is it worth the effort? When the answer is uncertain, engagement fades long before the exchange.

The Reward Receipt Experience

If waiting builds emotional value, the moment of receipt tests it. This is the decisive moment.

Key aspects of this experience include:

• Exchange. A clumsy receipt process can negate months of positive activity. Delays, bureaucracy, unclear communication, or technical issues disrupt the accumulated momentum. Even if the reward eventually arrives, the surrounding experience changes its perception. With a smooth and intuitive exchange, the emotional payoff is amplified.
• Ease. Any friction is noticed immediately. Rewards are judged not only by logic; therefore, how pleasant they are to receive becomes part of their value. A reward that is difficult to access may seem less valuable, regardless of its cost.
• Relevance. It is important that the reward is personal and matches the individual's preferences. A reward that feels personal is perceived differently than a generic one. A choice that allows people to select a suitable option makes the reward sincere, not just transactional. Emotional value does not always correlate with monetary value. A smaller reward that feels thoughtful can surpass a larger one that feels impersonal.
• Expectation vs. Reality. Participants compare the received experience with what was built during the waiting process. Did the reward meet expectations? Was it worth the effort? These comparisons happen instinctively. When the experience meets or exceeds expectations, people feel satisfaction. If it falls short, disappointment can outweigh the actual value of the reward.

Reward Memory

This stage is the most significant because it determines whether the reward becomes a closed transaction or part of a long-term relationship, which shapes future actions. A reward that does not leave positive memories does not create loyalty.

Three aspects of memory:

• Long-Term Reminder. Some rewards are quickly forgotten. This is the limitation of cash: it is welcomed at the moment of use but is usually forgotten after spending. Others remain emotionally active for much longer. Sometimes the reminder is physical, such as a coffee machine used every morning that reminds one of the effort put into obtaining it. Sometimes it is an experience. Events and group trips can retain their emotional charge for years. The strongest rewards leave a certain trace. People remember not only what they received but also what it felt like to earn it.
• The Story Effect. Memory is strengthened when the reward is shared. Experiences that are talked about, photographed, or published last longer, and every time someone else interacts with them, the experience is revived. The reward continues to generate meaning long after the moment of exchange, provided the experience was good enough to want to share.
• Reflection. Memories also alter post-facto perception. After completion, participants quietly review the entire journey: was it worth it? Would I do it again? Did the return justify the wait? They continue to answer these questions long after the exchange, often without realizing it. These answers influence future engagement far more than the transaction itself. A reward may be financially generous but fail to foster loyalty if the experience surrounding it was unforgettable.

Conclusion on Impact

The reward ends, but the feeling attached to it continues. What people remember determines what they will want to return to. A positive emotional memory strengthens the desire to participate again, whereas a neutral or disappointing one weakens it. This is why a reward cannot be judged solely by the moment of delivery. Its true impact manifests in the stages of anticipation, experience, and memory. This also explains why two rewards of similar monetary value can yield completely different results: one feels like a transaction and is quickly forgotten, while the other creates a bond that lasts far beyond its cost. The most effective rewards do more than just provide financial value; they leave behind a feeling, a memory, and a reason to return.