12-G: Too Much of a Fun Thing: When Many Fun Activities Lead to Productivity

Kate Kooi, University of Miami, USA
William Nowlan, University of Miami, USA
Juliano Laran, University of Miami, USA
Research on goal pursuit often focuses on regulatory goals, but the current research focuses on an indulgence goal—specifically, having fun. We show that consumers who generate many (vs. few) means to have fun find themselves feeling productive and are therefore less likely to pursue the goal of having fun.
[ to cite ]:
Kate Kooi, William Nowlan, and Juliano Laran (2017) ,"12-G: Too Much of a Fun Thing: When Many Fun Activities Lead to Productivity", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research.