The pressure on higher education institutions (HEIs) to realize third mission activities continues to grow, intensifying the search for incentives to motivate academics to engage with stakeholders outside their HEI. Previous studies have found limitations in intrinsically motivating academic engagement; therefore, this study investigates the extrinsic regulation of motivations via incentives. The authors identified a broad range of incentives for third mission activities, belonging to four motivation categories: pecuniary incentives, career advancement, appreciation and research support. Drawing on self-determination theory, incentives (nudges and rewards) are empirically compared in a between-subject design with a sample of 324 academics from the business and economics disciplines. The analysis showed that nudges affect business and economics academics’ intention to engage with society in a joint research project. Furthermore, these academics responded well to incentives concerned with the research support motivation category. The findings contribute to the literature by highlighting the relevance of marginal incentives—nudges—in implementing appropriate incentives in HEIs.
Stored only when both papers are in the corpus — 33 citations exist upstream.