Incentive Structure Determines Behavior

When a system's reward mechanisms are oriented toward a particular direction, participants will rationally optimize toward that direction, even if it causes social harm. Changing behavior requires changing incentives, not changing messaging.

Articles on this principle

• Why the EU Cannot Change Meta Through Fines Alone: The Dilemma of Incentive Structures

  The EU threatens Meta with billions in fines and demands removal of infinite scroll and personalized recommendations—but as long as ad revenue depends on user engagement time, Meta's incentive structure remains unchanged.