The Experience Matters More Than You Think: Weighting Intrinsic Incentives More Inside Than Outside of an Activity

Kaitlin Woolley, University of Chicago, USA
Ayelet Fishbach, University of Chicago, USA
We document a shift in weighting intrinsic incentives: consumers value these incentives more inside an activity than outside of it. Six studies provide evidence for this shift across a variety of activities (exercising, working, and lab tasks), and measures (rated importance, actual and planned persistence, and choice regret).
[ to cite ]:
Kaitlin Woolley and Ayelet Fishbach (2015) ,"The Experience Matters More Than You Think: Weighting Intrinsic Incentives More Inside Than Outside of an Activity ", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 62-67.