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.


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.


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


NA - Advances in Consumer Research Volume 42 | 2014

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