The Fruit of Labor Effect

Monica Wadhwa, Stanford University, USA
Remi Trudel, University of Western Ontario, Canada
Consumption experiences abound that require consumers to invest some level of effort. In this research, we demonstrate that investing effort in a meaningful task activates a motivational drive, which thereby enhances consumer’s willingness to pay (WTP) for the associated consumption item, a notion we term as the “fruit of labor effect.” Further, we examine the role of incentive-salience of the consumption item in moderating the documented fruit of labor effects. Finally, we show when the effort invested in the task is too high, the fruit of labor effects are attenuated.
[ to cite ]:
Monica Wadhwa and Remi Trudel (2010) ,"The Fruit of Labor Effect", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 77-80 .