It’S Just Too Easy: How Planning Affects Perceived Effort, Goal Value, and Motivation

Planning to achieve a goal can have beneficial and detrimental effects on people’s goal-directed motivation. We examine situations when planning leads to an increased versus a decreased perception of effort associated with goal pursuit. We show that when planning increases perceptions of effort, motivation to pursue the goal often increases.



Citation:

Julia Bayuk and Juliano Laran (2014) ,"It’S Just Too Easy: How Planning Affects Perceived Effort, Goal Value, and Motivation", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 36-40.

Authors

Julia Bayuk, University of Delaware, USA
Juliano Laran , University of Miami, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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