It Is Just Too Easy: Impact of Planning on Effort and Behavior

Julia Bayuk, University of Delaware, USA
Juliano Laran, University of Miami, USA
Previous research indicates that forming a plan leads to a greater likelihood of goal achievement. In four studies, we show that forming a plan can have the opposite effect by decreasing perceptions of effort associated with a behavior, and thus decreasing the likelihood that consumers will perform the behavior.
[ to cite ]:
Julia Bayuk and Juliano Laran (2011) ,"It Is Just Too Easy: Impact of Planning on Effort and Behavior", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 28-29.