Complicating Decisions: the Effort-Outcome Link and the Construction of Effortful Decision Processes
This paper demonstrates that individuals who strongly link effort with positive outcomes complicate what should be easy decisions. Other than spending more time on the decision and conducting superfluous search for information, individuals also complicate by distorting their preferences and the information they recall or receive about the alternatives.
[ to cite ]:
Rom Schrift, Ran Kivetz, and Oded Netzer (2015) ,"Complicating Decisions: the Effort-Outcome Link and the Construction of Effortful Decision Processes", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 203-207.