thesis college of Science University of Rizal System - Morong 2024

The recently popularized catchphrase "Deserve Ko 'To" (I deserve this) phenomenon has gained traction among Filipino students, DKT being practiced as a self-reward motivating tool, reflecting the belief that individuals deserve to treat themselves. While past research studies have explored the merits of self-reward and its potential benefits for the student's academic motivation, the specific phenomenon of 'Deserve Ko 'To' within the Philippine context warrants in-depth exploration. Although prior literature offers valuable insights into student self-rewarding behaviors and their connection to academic motivation, the recent popularization of the DKT necessitates further exploration to understand its influence on students and their academic motivation. The Incentive Theory posits positive reinforcement by anticipating the pleasure gained associated with achieving a goal. In connection to the study, self-rewarding behavior acts as personally tailored positive reinforcement that facilitates the attainment of a desired goal or academic motivation. The study utilized the research design, qualitative approach, and phenomenology to have an in-depth exploration of the phenomenon and its influence on academic motivation through pre-surveys and interviews. Purposive sampling was used to administer the pre-survey through the guidance of the study's inclusion criteria. The results provided evidence of the influence of the DKT phenomenon as a self-reward academic motivational strategy for college students. Results showed the positive influence of the DKT self-reward on the academic motivation of the participants, DKT increased the academic motivation of the participants, the various reasons why college students practice DKT self-rewarding; some participants reported that they practice DKT to recognize their achievements and efforts exerted on their academics. The study also explored the different ways the participants' DKT practices boost their academic motivation. The research findings also delved into DKT as a phenomenon itself; DKT is a cultural norm that is being practiced by other college students to boost their academic motivation and recognize their efforts and achievements. Keywords: Deserve Ko ‘To, Self-Reward, Academic Motivation, Incentive Theory, College Students.