Novices focus on positive feedback (“good job!”) because hearing they’re doing well helps them stay committed. Experts focus on negative feedback (“You’re doing that incorrectly”) because they’re interested in progress. As people go from novice to expert their focus shifts.職場新人關注於積極的反饋（“你做得真棒！”），因爲當他們聽說自己做得不錯時能令他們感覺得到了認可。而職場老人則關注於消極的反饋（“你那樣做是不正確的”），因爲他們對進步更感興趣。當一個人從新手成長爲老手的時候，他的關注點會發生改變。
A large proportion of marketing communication concerns feedback to consumers. This article explores what feedback people seek and respond to. We predict and find a shift from positive to negative feedback as people gain expertise. We document this shift in a variety of domains including feedback on language acquisition, pursuit of environmental causes, and use of consumer products. Across these domains, novices sought and responded to positive feedback, and experts sought and responded to negative feedback. We examine a motivational account for the shift in feedback: positive feedback increased novices’ commitment and negative feedback increased experts’ sense that they were making insufficient progress.大量的營銷溝通都關注於消費者的反饋。本文將研究人們需要什麼樣的反饋，並對反饋做出什麼樣的反應。我們預測並發現了一種明顯的轉變，當人們獲得更多專業知識，他們就從希望得到積極反饋變爲了希望得到消極反饋。我們在不同領域包括語言習得、環境因素、消費品使用等的研究都證明了這一點。在這些領域，新手尋求並對積極的反饋作出迴應，而老手則更多地尋求並回應於消極的反饋。我們測驗了這些反饋的激勵效果：積極的反饋增加了新手的情感認同而消極的反饋則增加了老手對於自己進步程度不夠的認識。