People in wealthy societies are more motivated by money than those in poorer countries

Money has long been regarded as a key motivator in driving human effort. Yet, its effectiveness as a motivator varies greatly across cultures, as highlighted in recent research published in the journal Nature Human Behaviour. This study delves into the comparative influence of monetary and psychological incentives on motivation, specifically contrasting “WEIRD” cultures—Western, educated, industrialised, rich, and democratic—with non-WEIRD cultures, such as those in India, China, and South Africa.

The findings challenge a commonly held assumption that individuals in poorer countries are more driven by financial rewards. Instead, the research suggests that monetary incentives yield greater motivation in WEIRD societies like the United States and the United Kingdom than in non-WEIRD cultures. This discrepancy stems from differing cultural norms around work and reciprocity. WEIRD cultures tend to view labour as a transactional exchange—time and effort for material gain—reinforcing the impact of financial incentives. By contrast, non-WEIRD cultures often operate under relational norms, where social connections and expectations play a more significant role in shaping behaviour.

The study conducted a series of experiments involving tasks that rewarded participants with either financial bonuses or psychological motivators, such as social norms or altruistic appeals. The results consistently demonstrated that financial incentives were significantly more effective in WEIRD cultures. For instance, American participants responded strongly to even minor financial bonuses, while their counterparts in India and China showed more modest increases in effort when offered similar rewards. Surprisingly, in some non-WEIRD cultures, psychological motivators like social norms proved as effective—or even more so—than money.

An intriguing aspect of the research involved bilingual participants in India, who were randomly assigned to complete tasks in either Hindi or English. The results revealed that participants exhibited a stronger response to monetary incentives when working in English, which is often associated with professional contexts and global commerce. This highlights how language can subtly activate different cultural frames and norms, influencing motivation.

The implications of this research extend beyond academic interest. Employers, policymakers, and non-profit organisations should consider cultural context when designing motivational strategies. In WEIRD cultures, financial incentives may align well with existing norms and maximise productivity. However, in non-WEIRD settings, leveraging psychological motivators could provide a more cost-effective and culturally appropriate alternative.

The researchers conclude that the study underscores the importance of tailoring incentive systems to cultural contexts, moving away from a one-size-fits-all approach. It also prompts a broader reflection on the values and assumptions embedded in motivational strategies across the globe, urging us to rethink how we engage and inspire individuals in different cultural landscapes.