People are motivated to co-create in communities and participate in brand innovation because of..

	The given assignment, and its interesting and challenging goal, activates the user to participate.
	Joining forces with others who share the same opinion or objective makes you part of an online community.
	People want to participate in fun activities: they want to entertain or be entertained.
	People enjoy recognition from the company, the initiator or fellow co-creator.
	Consumers enjoy being in contact with the producer, the brand: they want to be heard by a [big] company.
	Everyone has an opinion about how to improve certain products or services. Some people even have the need to develop new products or services.
	The will to win the competition, to beat the rest of the world.
	A fitting reward raises people’s attention and stimulates participation. The incentive could be monetary or a sense of fulfilments [honour, reputation].
	Collaboration stimulates people to share knowledge and learn from one another.
	As an end-user you enjoy influencing the product or service that you use.
	It is more fulfilling to work and produce something fun together instead of alone. Collaboration speeds up the process and produces better results.
	and for the 12th, we ask you

The reasons stated above are based on the research from Maria Antikainen
from the VTT Technical Research Centre of Finland.
Rewarding in open innovation communities – How to
motivate members?