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Tapping into the Collective Creativity of the Crowd: The Effectiveness of Key Incentives in Fostering Creative Crowdsourcing

To better understand the conditions that most 
effectively stimulate creative participation online, a 
crowdsourcing project was implemented on Amazon’s 
Mechanical Turk, collecting 4200 written and visual 
submissions from online participants. An experimental 
research design tested the impact of specific incentive 
structures (i.e. financial rewards, bonuses, 
specification of project purpose, attribution of 
authorship credit) on the outcomes of creative 
participation (quantity of submissions, quality of 
submissions, time spent on task). The study found that 
extrinsic rewards (i.e. higher pay and bonuses) are 
effective in encouraging participants to accept the 
creative task, whereas the strategies that boost the 
creativity of the submissions are: offering a bonus, 
mentioning a charitable purpose, and giving 
contributors authorship credit. These findings help 
illuminate the factors that have the greatest impact on 
the quality and quantity of online creative 
participation, thus making a vital contribution to our 
understanding of digital creativity.