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

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.


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 .


Aparna Labroo, University of Chicago, USA
Michal Herzenstein, University of Delaware, USA


NA - Advances in Consumer Research Volume 37 | 2010

Share Proceeding

Featured papers

See More


The Production and Consumption of Retro Brands Beyond Meaning Revival

Benjamin Julien Hartmann, University of Gothenburg
Katja H. Brunk, EuEuropean University Viadrina
Markus Giesler, York University, Canada

Read More


Want to Stick to Your Goals? Think about “Dissimilar” Alternatives that You’ve Forgone!

Hye-young Kim, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA

Read More


Bundle Variety and Preference: A Neuromarketing Study Using Event-Related Potentials

Ruyi Qiu, Tsinghua University
Xiaoang Wan, Tsinghua University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.