#variable rewards

So in psychology, there is something called "variable rewards," which are studied in relation to addiction. It's basically the idea that randomly/sporadically rewarding a behavior is way more addictive to animals (and people) than consistently rewarding it. It's essentially why gambling works and why people get addicted to it. The unpredictable nature of the rewards make people keep reinvesting.

Supernatural is a HIGHLY variable rewards show.

Sometimes it is truly highest caliber, Emmy worthy content. (no really, it is) Sometimes it is just...bad. And a lot of times it is varying levels of mediocre. But the thing is, it's kinda random in its goodness, at least from a scheduling standpoint.

And that may be one of the things that made it so fucking addictive. Every episode is a gamble. Is this gonna be amazing? Is this going to be boring, schlocky dreck? Is it going to be mediocre with one or two good scenes? WHO KNOWS? Spin the wheel and maybe you'll get lucky.

As Dr. Sheana Ahlqvist notes:

With really high quality shows, the consistency of quality creates expectations that, if undermined, will lose people's attention and willingness to invest very quickly. But mix in some greatness amid a lot of mediocrity and occasional garbage, and people will just keep pushing that 'Next Episode' button.

Design and  intermittent variable rewards

Interface designers are experts in using psychological vulnerabilities for their benefit. The most effective are techniques to turn smartphones into slot machines by offering ‘variable rewards’. By constant e-mail and social media notifications, users become addicted to social approval through their smartphones. Websites and apps are designed to keep you there as long as possible, and make you come back as often as possible.

Variable rewards are addictive. When you receive a reward your brain becomes flooded with dopamine and tries to predict a winning pattern, even when there are none. This is a semi-stressful response you perceive as "desire." This is why lab mice, when presented with a button that dispenses random amounts of food, press it compulsively. This is why gamblers stay glued to slot machines. 

How other companies use variable rewards:

Mcdonalds

Coke

Taco Bell

How can Starbucks utilize variable rewards?

First, partners already have the discretion to give variable rewards by comping a beverage or giving a free upgrade, as long as it's not excessive.

Second, putting rewards on physical goods like cups and sleeves wouldn't work; it takes away from the brand and creates more waste. Plus I have a suspicious feeling that most rewards would be claimed by partners.

How about putting variable rewards on the mobile app (this will be in addition to the gold card program)? Every time you use the app to perform a task, such as paying for your order, checking in, taking a survey, etc., there is a chance of winning a random amount of Starbucks credit. It could be an instant free beverage, $1, $5, $100, whatever, with the % and amount tied to the task performed. 

The reward experience can even be gamified:

Like so...

The presence of the mobile app itself already makes users more likely to patronize Starbucks, and now holdouts will have another reason to download it.

I do have concerns that Starbucks might be criticized for utilizing a somewhat predatory technique to hook customers, although Coke and Mcdonalds -- two strong brands I patronize -- do it. 

On the bright side, old Asian people love to gamble. Now there's a market Starbucks hasn't tapped into yet.