Incentive design for social computing: Interdisciplinarity time!
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1 Incentive design for social computing: Interdisciplinarity time! ARPITA GHOSH Cornell University June 2015 Incentive design for social computing: Interdisciplinarity time! 1
2 Hello (world) Question: Please keep in mind the following questions/themes What do you view as the most important/interesting/exciting aspect of social computing? What s your vision of how theory can help social computing? Incentive design for social computing: Interdisciplinarity time! 2
3 Hello (world) Question: Please keep in mind the following questions/themes What do you view as the most important/interesting/exciting aspect of social computing? What s your vision of how theory can help social computing? Me: Formal analysis for design of online environments Self-interested users: Incentives Incentive design for social computing: Interdisciplinarity time! 2
4 Hello (world) Question: Please keep in mind the following questions/themes What do you view as the most important/interesting/exciting aspect of social computing? What s your vision of how theory can help social computing? Me: Formal analysis for design of online environments Self-interested users: Incentives Answer: Give-&-take Incentive design for social computing: Interdisciplinarity time! 2
5 Hello (world) Question: Please keep in mind the following questions/themes What do you view as the most important/interesting/exciting aspect of social computing? What s your vision of how theory can help social computing? Me: Formal analysis for design of online environments Self-interested users: Incentives Answer: Give-&-take Design = Theory HCI Theory Behavioral economics Incentive design for social computing: Interdisciplinarity time! 2
6 Hello (world) Question: Please keep in mind the following questions/themes What do you view as the most important/interesting/exciting aspect of social computing? What s your vision of how theory can help social computing? Me: Formal analysis for design of online environments Self-interested users: Incentives Answer: Give-&-take Design Theory: HCI Theory Behavioral economics Incentive design for social computing: Interdisciplinarity time! 3
7 Design Theory Incentive design for social computing: New theoretical directions Information elicitation with endogenous proficiency (Peer-grading) [Dasgupta-Ghosh, WWW 2013] Cardinal contests (Crowdsourcing innovation) [Ghosh-Hummel, WWW 2015] Multi-armed bandits with endogenous arms (Learning quality of user-generated content) [Ghosh-Hummel, ITCS 2013] Incentive design for social computing: Interdisciplinarity time! 4
8 Theory Design: Game theory and interface design Social-psychological rewards: Attention, status, virtual points,... Modeling attention rewards: Attention allocation as mechanism design [Ghosh-McAfee, WWW 2011; Ghosh-Hummel, EC 2011,... ] Number of contributions to display, page breaks,... Virtual point rewards Best-answer mechanisms [Ghosh-Hummel, WWW 2012] Gamification: A game-theoretic approach [Easley-Ghosh, EC 2013, Ghosh-R. Kleinberg, EC 2014] Badge design (absolute vs relative, information about winners); badges vs leaderboards Incentive design for social computing: Interdisciplinarity time! 5
9 Theory Design: Theory and behavioral economics Incentives in crowdsourcing: Behavioral design Effective incentive design: Accurate model of agents Real users may not behave like standard economic agents Empirical, experimental studies on online platforms Behavioral economics What does this mean for analytical design? Incentive design for social computing: Interdisciplinarity time! 6
10 Incentives in crowdsourcing: Behavioral design Takeaway: What agents choose amongst: Optimal contest design for simple agents [Ghosh-R. Kleinberg, EC 2014] Design: Badges or leaderboards, quantity vs quality,... Theory: LP techniques for contest design, subequilibria,... How agents choose: Optimal contract structure in crowdsourcing markets [Easley-Ghosh, EC 2015] Expected utility: Fixed-payment contracts are optimal Prospect theory: Contests can dominate, for real populations! Formal analysis: Design implications for crowdwork Behavioral design: Deviations from classical models matter! Incentive design for social computing: Interdisciplinarity time! 7
11 Incentives in crowdsourcing: Behavioral design Takeaways: What agents choose amongst: Optimal contest design for simple agents [Ghosh-R. Kleinberg, EC 2014] Design: Badges or leaderboards, quantity vs quality,... Theory: LP techniques for contest design, subequilibria,... How agents choose: Optimal contract structure in crowdsourcing markets [Easley-Ghosh, EC 2015] Expected utility: Fixed-payment contracts are optimal Prospect theory: Contests can dominate, for real populations! Theory Qualitative design implications Behavioral design: Deviations from classical models matter! Incentive design for social computing: Interdisciplinarity time! 8
12 Going forward: Interdisciplinarity time! Interdisciplinarity: Theory, behavioral experiments, HCI Theory Behavioral research Incentive design for social computing: Interdisciplinarity time! 9
13 Going forward: Interdisciplinarity time! Interdisciplinarity: Theory, behavioral experiments, HCI Theory Behavioral research Game theory Interface design: Interface defines game! Available rewards (Attention on YouTube: Number of views) Information as design choice (What do agents know?) Incentive design for social computing: Interdisciplinarity time! 9
14 Going forward: Interdisciplinarity time! Interdisciplinarity: Theory, behavioral experiments, HCI Theory Behavioral research Game theory Interface design: Interface defines game! Available rewards (Attention on YouTube: Number of views) Information as design choice (What do agents know?) Interface design Behavioral economics: Framing effects Incentive design for social computing: Interdisciplinarity time! 9
15 Going forward: Interdisciplinarity time! Interdisciplinarity: Theory, behavioral experiments, HCI Theory Behavioral research Game theory Interface design: Interface defines game! Available rewards (Attention on YouTube: Number of views) Information as design choice (What do agents know?) Interface design Behavioral economics: Framing effects Theory Design of social computing environments: Behavioral science Theory HCI Thank you! Incentive design for social computing: Interdisciplinarity time! 9
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