Make Them Earn Those Concessions!

There is a great study quoted in THE WEEK magazine, June 4, 2004. It discusses the importance in human nature of earning our rewards. This is an important lesson for negotiators. What we give someone generally creates less satisfaction than what they earn from us.

The article:

"Despite their wealth, trust-fund babies and lottery winners are often unhappy. New research explains why: Our brains are hard-wired to enjoy rewards more when we earn them. Behavioral scientists at Emory University in Atlanta monitored the brain activity of two groups of people as they played computer games.

One group had to successfully execute difficult tasks before being rewarded with sacks of simulated cash. The other group got the cash no matter what they did.

When the money arrived, only the people who had to work for it registered a flurry of activity in the region of the brain that appears to process rewards and experience pleasure.

"From the brain's perspective, earning it is more meaningful and probably more satisfying." researcher Gregory Berns tells the Associated Press."

Jim Sauerwein