Incentive contrast effects occur as changes in motivated action following shifts in relative reward value. The effects can be bidirectional with negative contrast occurring when value decreases and positive contrast when value increases. Most previous studies examined incentive contrast effects focusing on immediate extrinsic rewards (e.g., money, food). The present work explored a contribution for intrinsic motivation influences in incentive contrast effects. To study this possibility, humans were tested using a game playing model. Different difficulty levels in specific orders of the novel Labyrinth™ game were used in attempts to induce contrast effects. When easier level was preceded by difficult, positive contrast/elation was predicted. The opposite sequence should lead to negative contrast/frustration. Control groups experienced identical session number but not in the order used to induce contrast. Sixty-five participants (23 males) were recruited and randomly assigned to four groups to play a set of games varying in difficulty. Results did support contrast effects but only in the negative direction and in female participants. Significant shifts in motive scores were found in this group as well. Females showed greater levels of conscientiousness and neuroticism compared to males on a Big 5 personality test and significant relations between measures of emotion and motivation. Trait characteristics could be playing a key role in the production of negative contrast when experiencing failure after success in the context involving intrinsic motivation without immediate external reward. The results have implications for understanding diverse functions of contrast effects in different situations, and the sensitive nature of contrast effects moderated by gender, personality traits and the details of context.