Preferences for rank in competition: Is first-place seeking stronger than last-place aversion?

Abstract The use of gamification to motivate engagement has greatly increased the number of ways in which people compete. Many of these competitions allow individuals to see how they rank as a competition progresses. Our work aims to provide a better understanding of how individuals feel about different rank outcomes in competitions. We do this by applying the principles of expected utility theory to elicit utility curves for over 3,000 people across three studies using hypothetical competition scenarios. We find consistent support for the following generalizations: 1) individuals are risk-seeking when in second place, 2) they are risk-averse when in second-to-last place, and 3) the utility decrease going from first to second place is greater than their decrease going from second-to-last to last place. Our results suggest individuals are both last-place averse and first-place seeking, with an even stronger inclination towards the latter.