The No-Pain, No-Gain Heuristic: the Effect of a Creator's Tragic Biography and Construal Levels on Quality Inferences

Yeonjin Sung, Seoul National University, Korea
Seojin Stacey Lee, Seoul National University, Korea
Kiwan Park, Seoul National University, Korea
Extending the effort heuristic, we propose that people utilize a creator's tragic biography as a cue for high quality judgment of the creation. We demonstrate that this effect is observed at low construal level which facilitates process focus and is attenuated at high construal level which activates outcome focus.
[ to cite ]:
Yeonjin Sung, Seojin Stacey Lee, and Kiwan Park (2016) ,"The No-Pain, No-Gain Heuristic: the Effect of a Creator's Tragic Biography and Construal Levels on Quality Inferences", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 761-761.