But I Don't Wanna! How Group Fun Can Increase Consumers' Motivation For the Un-Enjoyable

Stefanie M. Tignor, Northeastern University, USA
Paul W. Fombelle, Northeastern University, USA
Nancy J. Sirianni, Northeastern University, USA
Two studies demonstrate how the co-creation of fun may be used to motivate consumers to engage in exercise, and the ways in which fun can impact health and well-being. We show that fun is associated with higher levels of self- and group efficacy, which in turn can increase intrinsic motivation.
[ to cite ]:
Stefanie M. Tignor, Paul W. Fombelle, and Nancy J. Sirianni (2013) ,"But I Don't Wanna! How Group Fun Can Increase Consumers' Motivation For the Un-Enjoyable", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.