It’S Just Too Easy: How Planning Affects Perceived Effort, Goal Value, and Motivation

Julia Bayuk, University of Delaware, USA
Juliano Laran , University of Miami, USA
Planning to achieve a goal can have beneficial and detrimental effects on people’s goal-directed motivation. We examine situations when planning leads to an increased versus a decreased perception of effort associated with goal pursuit. We show that when planning increases perceptions of effort, motivation to pursue the goal often increases.
[ to cite ]:
Julia Bayuk and Juliano Laran (2014) ,"It’S Just Too Easy: How Planning Affects Perceived Effort, Goal Value, and Motivation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 36-40.