“…Analogously, the economic and psychology literature on financial incentives has since long highlighted the 'hidden costs' of incentives (Fehr & List, 2004), including crowding out of intrinsic motivation (Deci, Koestner, & Ryan, 1999;Frey & Oberholzer-Gee, 1997); changing social norms or individual beliefs about social norms (Gneezy & Rustichini, 2000a, 2000bHeyman & Ariely, 2004); interacting in unpredictable ways with reciprocity, reputation, and social comparison concerns (Ariely, Bracha, & Meier, 2009;Dur, Non, & Roelfsema, 2010;Fehr & Gachter, 1997;Gachter & Thoni, 2010;Greiner, Ockenfels, & Werner, 2011;Rigdon, 2009); and 'choking' due to the anxiety aroused by relating payment to performance (Ariely, Gneezy, Loewenstein, & Mazar, 2009). In such cases, incentives may 'backfire', in that they result in the opposite effects to the ones originally envisaged (Bénabou & Tirole, 2003, 2006Fehr & Falk, 2002;Kamenica, 2012).…”