Complicated Lives of the Intrinsically Inclined: Why Some Seek Metacognitive Effort

Aparna Labroo, University of Chicago, USA
Michal Herzenstein, University of Delaware, USA
Consumer’s motivational orientation determines the nature of impact of subjective feelings on consumer preferences. Products that feel subjectively easy (vs. effortful) to process are preferred only if consumers are extrinsically motivated. Intrinsically motivated people prefer products that feel subjectively effortful (vs. easy) to process, as easy to process is also intrinsically less engaging, and lower engagement is attributed to inferior product quality. These effects are mitigated when intrinsically-motivated consumers believe the negative feelings reflect their own incompetence.
[ to cite ]:
Aparna Labroo and Michal Herzenstein (2010) ,"Complicated Lives of the Intrinsically Inclined: Why Some Seek Metacognitive Effort", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 187-190 .