In 1973, a trio of psychologists convened in a preschool classroom to perform a diabolical experiment upon unsuspecting children. Lepper, Greene, and Nisbett sought to demonstrate that one can take an activity the children naturally enjoyed—namely drawing—and render it hollow and meaningless. More specifically, these scientists hypothesized that if one rewards a human for doing something he or she naturally enjoys, and then remove that external reward, the original intrinsic pleasure will atrophy and perish.
The children were separated into three groups: Group A were promised a handsome certificate of achievement if they would draw during their free-play time. Group B were not informed of the certificate, but they were given one if they opted to draw on their own. The control children of Group C were neither offered nor given any parchment-and-calligraphy tokens of recognition.
The researchers observed, recorded, and rewarded the students. Two weeks later the phychologists reconvened in the observation booth, and found that the children of Group A had lost most of their interest in drawing whereas Groups B and C still illustrated with enthusiasm. This tendency, which has since been supported by additional experimentation, is known as the Overjustification Effect.
We Damn Interesting authors were once like those children. We doodled away with nary a care, writing for writing’s sake. But the publication of our book brought a one-time monetary reward which nullified the joy of our original fancy-free writing spree. The fire hose of dopamine became a trickle, as did our article output.
To combat the Overjustification Effect we have created what we hope will become a persistent external incentive: Damnload. This system allows visitors to purchase our catalog of articles, in whole or in part, as an eBook for Kindle, Nook, iPad, Android, etc. Articles published to the live site will remain free as always, but now our thousands of pages of Damn Interesting articles can accompany readers into airplanes, wilderness, and/or faraday cages. Ten percent of all Damnload payments are donated to BuildOn, an organization which promotes literacy in education-impoverished regions worldwide. Hooray for everything.